DANBURY, Conn. — FRAM has unveiled a new system to help consumers determine which of its oil filters to choose based on a new engine protection rating system. The company says it’s important that motorists understand the additional protection they can get with a premium oil filter. 
By utilizing the International Organization for Standardization’s test method that measures a filter’s dirt-holding capacity and filtering efficiency, FRAM engineers have demonstrated measurable engine protection results for its line of premium oil filters, which includes FRAM Extra Guard, FRAM Tough Guard and FRAM Xtended Guard.
“There is an important difference between an economy filter and premium filters so our goal was to bring the filter back into the spotlight during the oil change process and challenge drivers to ask themselves, ‘What’s protecting my vehicle’s oil?’” said Andrew Coccari, director of global marketing, Filtration for Honeywell Consumer Products Group. “The key difference between economy filters and FRAM filters is the quality of the filter media.”
Even though some filter media may look the same to the naked eye, it can be very different in terms of performance and quality. FRAM engineers use a unique technology and a more expensive media in its oil filters. The design and quality of the media material has much more bearing on filtration performance than the number of pleats or the size of the media. With thicker, highly engineered quality media, the filter design may, in fact, call for fewer pleats to improve fluid flow and filter performance.
In all FRAM filters, the media is held in place inside the oil filter canister by end caps and a special adhesive. Though many competitive filter makers use end caps made of metal, FRAM innovators developed a specially engineered rigid fiber material as an alternative. Like the fibrous filter media, they provide an excellent bonding surface for the adhesive, allowing for a very robust seal.
A major component of the FRAM Advantage program, the new engine protection rating system is being used on all packaging and sell sheets, and is the focal point of FRAM’s current consumer campaign.
To learn more, call your FRAM WD or contact a Honeywell CPG sales representative by calling 800-890-2075.
