To address the evolving landscape of the automotive aftermarket industry, FRAM®, the nation’s leading oil filter brand, is taking steps to reconnect with the DIY culture. Through a series of high-touch initiatives set to launch in 2013, FRAM Filtration will kick-off outreach efforts, including grassroots marketing, product education and trade association partnerships, not only aimed at reaching loyal users but also younger DIYers.

“The FRAM® brand is fortunate to have so many committed product users,” says Josh Gordon, marketing director for FRAM Filtration. “We want to ensure that all of our consumers understand the same brand benefits the way our life-loyal customers do, and we’re committed to making that happen—whether at a local car show or in an auto parts store. Consumers will
see us more ‘on the ground’ in 2013 and we’re excited about the opportunity to hear directly from car enthusiasts.”

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Specifically, FRAM Filtration has plans to launch a branded truck that will travel crosscountry to car events and shows throughout the year, such as Hot August Nights (in Nevada) and the Hot Rod Power Tour (in Tennessee). Manned by FRAM Filtration technicians, the truck will bring a hands-on FRAM® product experience to life at those events.

Gordon also added that FRAM Filtration is aiming to be a more visible part of master technician organizations, and those teaching the next generation of skilled technicians.

“FRAM Filtration is an industry leader, and we want to ensure we are connecting with the technicians currently in the field and those soon to be under the hood,” he said.

FRAM® brand filter products can be purchased at automotive and mass retailers across the United States. For more information, please visit FRAM.com.

About FRAM Filtration
Headquartered in Lake Forest, Illinois, FRAM® is the leading consumer choice for oil filters in the USA. FRAM Filtration manufactures and markets a variety of quality oil, air, and fuel filters, as well as many automotive accessories such as PCV valves, crankcase filters, and transmission modulators. For more information about FRAM Filtration and FRAM® brand filter products,
please visit FRAM.com.