DANBURY, Conn. --
FRAM is relaunching FRAM Extra Guard Air Filters with new packaging to
highlight the brand's new Engine Protection claims. Engine Protection
is the FRAM measure of a filter’s ability to trap dirt particles and
keep them from entering the engine. FRAM Extra Guard air filters
provide two times the engine protection compared to the average of
leading standard retail brands, according to Honeywell testing of air
filter efficiency of models CA4309, 8755A, 8039, 326 and 6479, and
their standard retail brand equivalents under ISO 5011.
Launching as part of the FRAM Engine Protection initiative, FRAM Extra
Guard air filters will feature the Engine Protection filter rating to
help make filter selection easier. New packaging was designed to help
consumers and technicians understand the benefits of using the Extra
Guard product.
“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,” said 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.” [
Based on Honeywell testing of models CA4309, 8755A, 8039, 326 and 6479 under ISO 5011]
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, the company said. 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
launching a comprehensive television, radio and online media blitz
during Spring’s National Car Care Month featuring NHRA driver Cory
McClenathan. McClenathan, 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.
More information on FRAM air and oil filters can be found online at
www.fram.com.