New Cabin Air Filter Customers Right Under Your Nose

New Cabin Air Filter Customers Right Under Your Nose

What would you say if you learned that there were millions of motorists out there with a service need they're not aware of? And, these motorists were also more open to the need for that service? In that case, if you want to be the one to point out that need ....

What would you say if you learned that there were millions of motorists out there with a service need they’re not aware of? And, these motorists were also more open to the need for that service? In that case, if you want to be the one to point out that need … well, here’s your chance.

“Right now there are about 45 million cars, trucks and SUVs on our highways that are equipped with cabin air filters and many of their owners are probably not even aware of it,” said Ramon Nunez, director of filtration for Bosch, joint venture owner of Purolator Filters NA LLC. Purolator manufactures and supplies BreatheEASY cabin air filters to the North American automotive aftermarket.

Nunez points out that cabin air filters are, potentially, not only an ‘easy’ sale, but also a profit opportunity waiting to be tapped by parts stores as well as service providers.

Why ‘easy’ sale?

“Because there is greater awareness of the harmful effects of air pollution, motorists nowadays are more receptive to the need for cabin filter replacement,” Nunez explained. “In addition, when an automotive professional explains the function of a cabin filter and how it cleans the air inside the vehicle to protect the driver and the passengers when the windows are rolled up, vehicle owners will, more than likely, take the advice and opt for a service that is helpful yet neither expensive nor time-consuming.”

Cabin air filters, according to Nunez, should be replaced once a year or every 12-18,000 miles. They’re inexpensive and can be installed in anywhere from 10 minutes to an hour or so, depending on the location of the filter. Filters are commonly found in such locations as under the dash, behind the glove box, or in the air box in the engine compartment. Most Purolator BreatheEASY cabin air filters come with an illustrated, instruction sheet, so installation can be a ‘breeze.’

The Purolator BreatheEASY cabin air filters’ non-woven, uniquely engineered media traps and retains even the finest particles of dust, dirt and pollen. In addition, on some filters an activated charcoal component also absorbs toxic and foul-smelling gases like ozone, nitrogen oxide, sulfur dioxide and hydrocarbons, as well as other industrial and agricultural odors that may be present. The BreatheEASY filter cleans and protects the air that driver and passengers breathe, reduces the dust accumulation inside the car and keeps it cleaner.

So, if you’re looking for at least some customers out of the 45 million prospective vehicle owners who probably need a new cabin air filter, you don’t have to look any further than the next car that pulls in to your parking lot.

Purolator manufactures and supplies high quality automotive filters to the North American aftermarket. Inventor of the automotive oil filter in 1923, Purolator has, since then, pioneered more than 40 ‘firsts’ in the filtration industry. In fact, the first automotive oil filter was called a ‘Purolator,’ short for ‘pure oil later.’ Currently, the Purolator brand has more than 2,000 part numbers for automotive, light truck and heavy-duty applications. Now part of the Bosch umbrella of automotive aftermarket products within NAFTA, Purolator’s advanced aftermarket filters include:
• PureONE and Purolator oil filters;
• PureONE and Purolator air filters;
• BreatheEASY cabin air filters; and
• The ‘forgotten filters,’ including transmission filters, fuel filters, breathers and PCV valves.

For more information on Purolator Filters NA LLC, visit

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