A counterfeit brake pad passes the same test a genuine one does. Both carry a label, and the label is a QR code, a serial number or a hologram. All three are things you look at, and anything you can look at, you can photograph and print again.
That is not a flaw in any particular label. It is what a visual mark is: a picture that says "trust me". Copying a picture costs a camera and a printer.
Who pays when the copy fails
The manufacturer whose name is on the counterfeit. When the fake part breaks, the car owner opens a warranty claim against the brand printed on it. The manufacturer inspects the part, cannot prove it did not come from their factory, and covers the repair on something they never made.
Warranty already costs a carmaker between 2.5% and 3.5% of revenue, before counting parts that are not theirs.
Counterfeit goods account for USD 467 billion of world trade. In car parts in the European Union alone, EUR 4.3 billion a year.
What a chip does that a label cannot
A cryptographic chip holds a secret that never appears on any screen. It does not show the secret; it uses the secret to answer. Every time a phone is held near the part, the chip produces a code it has never produced before, so a captured answer replayed later is rejected.
There is nothing to photograph, because nothing visible carries the proof.
What this does not solve
It does not make counterfeiting impossible, and no system in any industry does. Someone can build a parallel operation: their own chips, their own site, their own distribution. What the chip removes is the cheap attack, which is how counterfeit parts are authenticated today. What is left is expensive, traceable and prosecutable.