Federal-Mogul Launching Year-Long Multi-Brand Campaign to Drive Demand for Premium Repair Solutions - Engine Builder Magazine
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Federal-Mogul Launching Year-Long Multi-Brand Campaign to Drive Demand for Premium Repair Solutions


is launching an extensive, fully-integrated campaign designed to
reinforce the company’s message that longer-lasting, better-performing
premium replacement products are today’s best option for professionals
and do-it-yourselfers performing virtually any common automotive

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The Federal-Mogul Smart Choice campaign, which will begin in late
February and extend throughout 2010, has been developed in response to
extensive consumer research showing that in spite of economic worries,
today’s vehicle owners prefer replacement products that: 1) are
specifically engineered for their vehicles; 2) help improve vehicle
performance; 3) help extend their vehicles’ service life; and 4)
provide a safer, more reliable vehicle.

The campaign will receive extensive advertising and editorial support
through print and electronic media across North America and will be
reinforced through in-store point-of-sale materials and a new campaign
Web site to promote products and announce campaign news and updates. In
addition, attractive cash incentives will be offered to consumers who
choose to maintain or repair their vehicles with premium products
available through Federal-Mogul.


Federal-Mogul’s leading brands featured in the promotion cover all
major powertrain and vehicle system repair categories and include: Champion spark plugs, Sealed Power engine components and Fel-Pro gaskets.

Federal-Mogul is a leading supplier to original equipment manufacturers
around the world, with products on more than 250 global vehicle
platforms and 700 powertrains. The company’s original equipment leading
technology and innovation, global manufacturing presence, extensive
engineering capabilities and strong financial position lead to superior
products, services and long-term support for the aftermarket.

“Now more than ever, consumers are looking for the smart choice when it
comes to keeping their vehicles on the road. Recent research confirms
that today’s vehicle owners increasingly plan to keep their cars longer
and drive more miles before considering a replacement vehicle,” said
Jay Burkhart, senior vice-president, global aftermarket for
Federal-Mogul. “Our research has also shown that vehicle owners
strongly prefer premium repair solutions when they are available in
conjunction with special offers. This aggressive new campaign will help
connect consumers with parts providers and service shops that offer
Federal-Mogul’s premium brands and products.”

Engine Builder Magazine