BROADVIEW, Ill. -- Purolator, the inventor of the oil filter in 1923, has announced that its standard line of Purolator oil and air filters will now be marketed as “Purolator Classic.” This branding will be added to packaging, sales and marketing brochures, the company’s website and other Purolator promotional materials.

Originally referred to as Purolator PremiumPlus and subsequently just Purolator, the shift to 'Classic' is a natural outcome of the company's heritage as the inventor of the industry's first automotive oil filter, according to Ramon Nunez, director of filtration for Bosch, joint venture owner of Purolator Filters NA LLC.

"Consumers and technicians alike know that, since Purolator invented the very first automotive oil filter in 1923, our oil filters and, subsequently our air filters, have become the yardstick by which all filters are measured," said Nunez. "Our filters are literally perceived as 'classics' by professionals and DIYers who appreciate their reliability and respect the technology that backs their performance.
 
"Furthermore, the Purolator Classic oil and air filter packaging design now communicates the same powerful brand message of quality consistent with our premium PureONE oil and air filters, and reflects the advanced technology found in every Purolator filter," said Nunez.

Purolator Classic oil and air filters will be backed by the same sophisticated engineering that has allowed them to provide excellent filtration, reliability, and value over the years. Purolator's PureONE premium oil and air filters will continue to provide the ultimate in performance to motorists and service professionals who want a top-of-the-line filter.

The Purolator Classic air filter features a multi-fiber high-density media that is engineered and tested to trap 96.5 percent of harmful contaminants (based on ISO 5011 on A13192) before they can enter and damage a car's engine. According to Nunez, "A dirty or clogged air filter reduces engine power, decreases throttle response and increases engine wear. A fresh, clean Purolator Classic air filter not only helps improve vehicle performance and gas mileage, but also prevents costly repairs down the road."

For best results, Nunez advises changing a vehicle's air filter every 12 months or 12,000 miles.