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The Independent Automotive Aftermarket Federation

FRAM® slam as filter brand arrives at leading motor factor

Date: Thursday 19 November 2020

Technicians can now access a full range of FRAM® filters at leading motor factors – Midwest Motor Factors and Monmore Auto Parts.

With five branches throughout the West Midlands, Midwest Motor Factors and Wolverhampton-based Monmore Auto Parts have added more than 1000 references into stock at each branch to guarantee instant availability of high-quality air, oil, cabin and fuel filters.

As part of a promotional campaign, the motor factors visited a number of local garages in the FRAM® Ferrari 458 Italia – illustrating the brand’s OE pedigree – to raise awareness that they now stock the original equipment brand, all while following social distancing guidelines.

FRAM® and Midwest representatives used the occasion to thank customers for their support and provided technicians with giveaways and merchandise.

To launch the FRAM® brand to garages in the area, Midwest and Monmore are also running a number of promotions including a scratch card promotion, which offers a chance to win £250 Love2shop vouchers, t-shirts and confectionery.
Craig McCracken, Group Factor Manager for Midwest and Monmore Auto Parts said: “The motor factor teams and FRAM® representatives have worked tirelessly to launch the FRAM® brand in the local area. During such a difficult time, the eye-catching launch involving the Ferrari provided some much-needed light relief for independent garages, while at the same time familiarising themselves with the latest market leading brand available from us.”

By using the latest OE technologies, FRAM® – part of the SOGEFI group – offers high performance filters. And, thanks to constant value analysis, FRAM® is able to produce increasingly compact and lightweight filters, thereby reducing the amount of recycling, which helps to protect the environment.

As an automotive filtration leader, FRAM® filters feature on the best selling European cars, and the filter manufacturer successfully translates its OE expertise into its aftermarket offering.

Full training is being provided to Midwest and Monmore staff to maximise their FRAM® product knowledge and the opportunities available to customers.