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. This aggressive new campaign will help connect consumers with parts providers and service shops that offer Federal-Mogul’s premium brands and products.”