Fram (oil filter)

Fram is a brand of aftermarket automotive products known primarily for their oil filters. Other products sold under the Fram brandname include air filters, fuel filters, PCV valves, breather element filters, and similar products, almost all of which use the trademarked orange color. Fram is recommended by most American auto makers.

The brand is noted for its trademarked bright orange color, and for its famous marketing slogan, "You can pay me now, or pay me later," which is usually presented as being uttered in its advertising by an auto mechanic, who is explaining to his customer that he can either pay a small sum now for the replacement of oil and filter or a far larger sum later for the replacement of the vehicle's engine.

History

Incorporated in 1934, the Fram Corporation was formed by James Edward Bigwood with the help of Steve Wilson. Steve Wilson was the first president of the Fram Company, and James Bigwood was the treasurer. James Bigwood chose the colors black and orange to be Fram's colors. Fram is one of the major brands of aftermarket automotive oil filters in the United States.

The Fram Corporation was bought by the Bendix Corporation in 1967, and its products are now sold by Honeywell. [http://www.fram.com/company/news.php]

Products

Fram filters are sold in a variety of sizes to fit most vehicles currently being driven in the United States, and are marketed under many product lines for both oil and air filters.

Oil Filters

[http://www.fram.com/products/oilFilters.php]
*Extra Guard
*Tough Guard - for heavy duty or tough driving conditions
*Extended Guard - 7000 mile filter for the longer oil change intervals of synthetic oil
*Double Guard - PTFE impregnated
*Racing
*High Mileage
*Synthetic (Canada only)

Air Filters

[http://www.fram.com/products/airFilters.php]
*Extra Life
*Tough Guard
*AirHog High Performance
*Fresh Breeze
*SynWash
*Platinum Premium (Canada only)

Controversy

*A website entitled "Oil Filters Revealed" [http://www.knizefamily.net/minimopar/oilfilters/reference.html] has created some controversy about Honeywells use of paper oil filter media and cardboard internal end caps in Fram oil filters. In this study, multiple oil filters were dissected and compared. The study determined that competitors in the same price range use different materials, such as metal or plastic for endcaps, and blended or synthetic filter media. While the lower cost materials create concerns of perceived quality, no quantified performance or durability comparisons have been made.