FRAM® Top Fuel driver Cory McClenathan might have to wear his fire-resistant race gear this month because the FRAM brand is about to light up its core air filter product packaging with its new Engine Protection claims.
Launching as part of the FRAM Engine Protection initiative, FRAM Extra Guard® air filters are redefining the air filter category by providing their Engine Protection filter rating to help make filter selection easier. New packaging will help consumers and technicians understand the benefits of using the Extra Guard product. What’s more, replacing a dirty and clogged air filter with a new one can lead to increased horsepower and acceleration, the company states.
“Efficiency – the measure of how well the air filter captures harmful contaminants before they can enter the engine – is the key to quality air filter engineering,” says Gary Bilski, FRAM chief engineer. “Simply put, higher air filter efficiency can help lead to longer engine life. FRAM Extra Guard air filters can achieve at least 99 percent efficiency.”
FRAM Extra Guard air filters provide two times the engine protection compared to the average of leading standard retail brands, according to the compnay. Engine Protection is the FRAM measure of a filter’s ability to trap dirt particles and keep them from entering the engine, the company states.
In laboratory tests at the company’s Perrysburg, Ohio, R&D facility, the FRAM Extra Guard air filter allowed less than 1 percent of particles to escape through the filter into the engine, while the average of leading standard retail brands allowed more than twice that amount. This test result is behind the “2X Engine Protection” claim.
To re-launch the product and help generate awareness for the distribution channel, the FRAM brand is going all out with a comprehensive television, radio and online media blitz during Spring’s National Car Care Month featuring McClenathan. The driver, who is currently in the top three in the NHRA Points standings, will appear on TV and radio news shows April 22 and thereafter raising awareness of the new rating system and the importance of regular air filter maintenance, among other simple car care routines.
Re-launching the Extra Guard air filter line is the second phase of the FRAM Engine Protection initiative. FRAM Extra Guard air filter benefits include:
- Let through 2x less dirt to the engine than the average of leading standard retail brands.
- Lead to increased horsepower and acceleration over a dirty and clogged air filter.
For more information, visit
www.fram.com.
