Mann+Hummel USA Inc. announced a new branding program for its Purolator line of oil, air and cabin air filters at the 2015 Automotive Aftermarket Product Expo (AAPEX) in Las Vegas.
The company says the program will help customers boost sales with innovative new products; an exclusive, industry-first packaging design; bold, modern branding; and a renewed promise of “Nothing Gets By Us” for its Purolator brand.
As part of the brand relaunch, the company introduced PurolatorBoss, a new oil filter that supports maximum engine protection for conventional, synthetic and semi-synthetic blend motor oils across a wide range of viscosities.
The new filter will be available through commercial and retail distribution channels in the U.S. and Canada in the first quarter of 2016. The company says it is an ideal match for synthetic oils, where it can provide up to 15,000 miles of engine protection.
PurolatorBoss employs exclusive SmartFusion Technology, which features 100% synthetic media supported by fully integrated, reinforced polymer mesh. The media’s precision pleating delivers unprecedented performance by capturing microscopic contaminants while maximizing clean oil flow, according to the company.
Both PurolatorBoss and the refreshed PurolatorOne brand of advanced oil filters feature the new Purolator hex packaging, a six-sided, patent-pending design that provides higher visibility and greater saleability at retail. The company says the hexagon shape of the package is the first of its kind in the automotive-filtration industry.
The complete line of Purolator filtration products will also showcase a reinvigorated, six-sided logo designed to reinforce the unique hex shape packaging. The company says tge logo supports its mission to stay a step ahead of the contaminantsthat threaten today’s high-tech engines with forward-thinking innovations at the leading edge of filtration technologies.
“Purolator has been on a relentless quest to perfect automotive filtration for more than ninety years, and we continue to raise the bar with this new line of premium, advanced products,” says Kevin O’Dowd, global director of product and brand marketing for the automotive aftermarket for Mann+Hummel Purolator Filters LLC. “This initiative signifies our renewed commitment to innovation and reinforces our strong leadership position in the automotive-filtration industry.”
For more information about Purolator’s automotive filtration products for the aftermarket, visit www.pureoil.com.
