Purolator’s standard line of oil and air filters will now be marketed as Purolator Classic. This change in branding will be added to packaging, sales and marketing brochures, its Web site, as well as other Purolator promotional materials. The announcement was made by Ramon Nuñez, director of filtration for Bosch, joint venture owner of Purolator Filters NA LLC.
“Originally referred to as Purolator PremiumPlus and subsequently just Purolator, the shift to ‘Classic’ is a natural outcome of the company’s heritage as the inventor of the industry’s first automotive oil filter,” said Nuñez. “Furthermore, the Purolator Classic oil and air filter packaging design now communicates the same powerful brand message of quality consistent with our premium PureOne oil and air filters, and reflects the advanced technology found in every Purolator filter.”
The Purolator Classic oil filter’s multi-fiber high-density media provides a vehicle’s engine with protection against harmful contaminants at a slightly lower price than the PureOne. The Purolator Classic oil filter is 97.5 per cent efficient, featuring an internally lubricated Nitrile gasket that requires less torque for filter removal, as well as an anti-drainback valve where applicable that protects against engine dry start.