BROADVIEW, Ill. -- David Sholtis is vice president for filtration Americas, Regional Business Unit of Robert Bosch LLC. Sholtis has responsibility for the filtration business in both North America and Latin America including strategy formulation, support coordination and coordination of the Bosch Group and MANN+HUMMEL joint venture – Purolator Filters NA LLC. In today’s Executive Interview, Sholtis talks with AMN about Bosch’s efforts this year to promote and expand the Purolator brand.

The company has been working hard to get the Purolator name out there lately and earlier this year announced the launch of a multi-million dollar consumer advertising campaign. What’s behind the aggressive marketing focus right now?

Dave Sholtis: The coming together of a number of events has had an impact on our marketing strategy. With the downturn in the economy, car sales are down and consumers are holding on to their vehicles much longer. As a result, they are learning that changing their vehicle’s filters according to schedule will ensure a longer and smoother running car, van or SUV. This change in the market coupled with the fact that many vehicle owners are changing their vehicle’s oil and perhaps cabin air filters simply to save some dollars tells us that the do-it-yourself (DIY) market is growing.

That is why our recent marketing focus targets both DIYers and reaches out to DIFMers (Do-it-for-me), through the media they connect with the most such as enthusiast magazines, online automotive and sports sites, and radio automotive and sports properties.

In each medium, the message reinforces Purolator as the filter brand of choice for automotive "purists" – those who want the very best protection for their vehicle. It encourages DIYers to choose Purolator filters at their local auto parts store, and also encourages DIFM motorists to ask their repair shop to install Purolator filters at the time of service. We can, therefore, reach a very large percentage of the DIY universe repeatedly with interesting, informative and, in many cases, entertaining and humorous messages, making them memorable and likely to generate action.

In the final analysis, our initiative is really geared toward supporting our customers and driving traffic into their stores. We are committed to being the best-selling brand of filters in the automotive aftermarket, and this campaign shows our commitment.

Purolator also recently rebranded its standard line as “Purolator Classic.” What was the impetus for this rebranding and what does Purolator hope will be the end-result?

Dave Sholtis: The shift to “Classic” is really a natural outcome of the company’s heritage. The recent addition of the “Classic” identity reinforces the 86-year history of the company that invented the very first automotive oil filter in 1923. With Purolator Classic oil and air filters, the light blue color and a design that is consistent with that of the PureONE line works well for the target customer looking for both quality and value. The Purolator Classic grabs the attention of one who is looking for a product that is backed by the same history of advanced engineering and reliability as Purolator PureONE. In other words, motorists and service professionals know they will find the traditional quality that they and original equipment manufacturers have come to rely upon.

The competitive landscape really seems to be heating up for the growing filters category, particularly cabin air filters. What’s going on in the filters market, from your perspective?

Dave Sholtis: With many car owners now learning that their car has a cabin air filter, we are seeing the market for them blossoming very nicely. We are still trying to educate consumers regarding cabin air filters so that they understand the purpose and value of regularly changing their air filter. As far as oil filters are concerned, more and more motorists are opting for premium PureONE oil filters because they are recognizing the value of protecting their vehicle that they now want to hold on to. And, the full-grip feature that we introduced on our oil filters has been a big success among DIYers because it makes installation easier and hassle-free.

Overall, with tough economic conditions, an increasingly greater number of motorists are appreciating and understanding the value of changing their vehicle’s filters regularly. Shop technicians, too, are playing a significant role in reminding vehicle owners to replace their filters when their car manual indicates they should. We all need to keep getting the word out.

Automotive professionals who point out service items such as cabin air filters and oil filters to their customers build an extremely positive image for their business/shop. Keeping their customers’ vehicles driving smoothly and efficiently for thousands of miles is a win-win for the customer, the shop and the vehicle.