SOUTHFIELD,
Mich. — Federal-Mogul Corp. is launching an extensive, fully-integrated
campaign designed to reinforce the company's message that
longer-lasting, better-performing premium replacement products are
today’s best option for professionals and do-it-yourselfers performing
virtually any common automotive repair.
The Federal-Mogul Smart
Choice campaign, which will begin in late February and extend
throughout 2010, has been developed in response to extensive consumer
research showing that in spite of economic worries, today’s vehicle
owners prefer replacement products that: 1) are specifically engineered
for their vehicles; 2) help improve vehicle performance; 3) help extend
their vehicles’ service life; and 4) provide a safer, more reliable
vehicle.
The campaign will receive extensive advertising and
editorial support through print and electronic media across North
America and will be reinforced through in-store point-of-sale materials
and a new campaign Web site to promote products and announce campaign
news and updates. In addition, attractive cash incentives will be
offered to consumers who choose to maintain or repair their vehicles
with premium products available through Federal-Mogul.
Federal-Mogul’s
leading brands featured in the promotion cover all major powertrain and
vehicle system repair categories and include: ANCO wipers, Champion
spark plugs, Wagner ThermoQuiet brake pads and shoes, and Wagner
lighting products.
Federal-Mogul is a leading supplier to original
equipment manufacturers around the world, with products on more than
250 global vehicle platforms and 700 powertrains. The company’s
original equipment leading technology and innovation, global
manufacturing presence, extensive engineering capabilities and strong
financial position lead to superior products, services and long-term
support for the aftermarket.
“Now more than ever, consumers are
looking for the smart choice when it comes to keeping their vehicles on
the road. Recent research confirms that today’s vehicle owners
increasingly plan to keep their cars longer and drive more miles before
considering a replacement vehicle,” said Jay Burkhart, senior
vice-president, global aftermarket for Federal-Mogul. “Our research has
also shown that vehicle owners strongly prefer premium repair solutions
when they are available in conjunction with special offers.”