More Parts Coverage, Training and Marketing Material Added to FRAM Advantage Program

More Parts Coverage, Training and Marketing Material Added to FRAM Advantage Program

Participating distributors and shops to benefit from additional support.

The highly successful FRAM Advantage program has added new services to help the do-it-for-me (DIFM) channel improve sales and customer foot traffic. New oil and air filter part numbers for increased coverage, downloadable training videos and new point of purchase material will help repair shops succeed in today’s competitive oil change marketplace.

Launched earlier this year to help drive profitability with shop customers, the technician-based FRAM Advantage program already has 500 members across North America. And since its inception, the FRAM team has made exciting enhancements to the program.

“This program is fluid and ever-changing, just as the market is,” said Andrew Coccari, Director of Global Marketing, Filtration for Honeywell Consumer Products Group. “We will continue to be on the leading edge and provide the DIFM channel with what they need to drive foot traffic and increase their profits with premium filter changes.”

 New Training Videos
Two new training video series have been created by the brand’s technical training team to help FRAM Advantage members better service their customers.

Cartridge Filters – Cartridge oil filter changes require special tools and procedures. Step-by-step instructions for three of these “special” oil changes are covered in the first series of FRAM Advantage videos for the GM Ecotec 2.2L four-cylinder, the Mazda (and Ford) 2.3L four-cylinder and the Hyundai/Kia 3.3L /3.8L V6.

Cabin Air Filters – Entitled “Don’t Forget The ‘Other’ Air Filter,” this highly informative piece should help shop owners, counter staff and technicians understand and promote this add-on service.

New Part Numbers
The FRAM team has added more than 36 new FRAM Fresh Breeze cabin air filter models to its line, as well as 30 new air filter part numbers for increased installation opportunities. In addition, the engineering team has developed five new cartridge oil filter applications to cover several late model vehicles. More part numbers will be added to the program so technicians can offer coverage for virtually all vehicle makes and models.

New Marketing Material & Services
The FRAM Advantage kit sent to shops once they sign up has been upgraded to include a new FRAM window cling, engine protection laminated reference cards as well as several other engine protection brochures.

FRAM has also launched an electronic installer rebate reporting system that helps both distributors and shops keep track of their rebates and ensure proper credit issuances in less time.

Distributors and shops interested in learning more about the FRAM Advantage program should contact their local Honeywell CPG sales representative or call (800) 890-2075.

Celebrating its 75th anniversary this year, the FRAM oil filter is known as America’s No. 1 Consumer’s Choice. More information can be found online at

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