ALBION, Ill. – Luber-finer, a Champion Laboratories filtration brand, officially unveiled a new look last week at AAPEX in Las Vegas. The company said the new Luber-finer campaign includes everything from a new logo and tagline, new ads, promotions, sales support tools, counter mats and POS displays, to one-of-a-kind electronic tools designed to make doing business with Luber-finer the easiest in the industry. 
“AAPEX was the perfect platform to re-launch the Luber-finer brand to the automotive aftermarket,” said John Casanova, vice president sales and marketing for Champion Laboratories. “The response from everyone who stopped by the booth at AAPEX was absolutely priceless. I couldn’t be more pleased with the results.”
Luber-finer has been a global player in heavy-duty trucking, construction equipment, mining, oil and gas, marine, farm machinery and industrial engine filtration since 1936. Today, the new Luber-finer offers one of the most comprehensive lines of heavy-duty and automotive filtration lines in the world, according to the company.
The company adds that the new Luber-finer tagline – “Built To Do More” – expresses the its core value proposition of going the extra mile for its distributors and customers. Various marketing support materials will be rolled out and displayed in locations where all Luber-finer products are sold.
