FRAM® offers three distinct tiers of filter technology that allow you to up-sell your customers to a FRAM filter that fits their driving habits. This system will change the way you sell oil filters and increase your profit margins.
The system is simple. We have focused on the core insight of every consumer's desire for engine protection from harmful dirt and particles.
In addition to our flagship Extra Guard® oil filters, we offer a line of premium filters that have high ratings for engine protection. This rating is communicated and denoted as 3 and 6 (times) more engine protection than the leading economy filters’ average. In addition FRAM Xtended Guard® filters are now rated for 10K change intervals when used with synthetic oil. You can now match your customers’ driving habits to the appropriate FRAM filter. In many cases, the recommendation will be to a higher technology filter that brings higher profits to you.
With this new engine protection rating system, we are making the filter choice relevant again to consumers. They will feel empowered, and you will realize a higher profit when the consumer needs a better filter.
This system also matches perfectly when consumers want to upgrade to synthetic oil, which is about 30% of all oil changes. You can ask them, "Why not use a high-quality filter when you are asking for superior oil?"