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NAPA Auto Parts Launches New Family of Filters


ATLANTA – To better serve the growing do-it-yourself oil change customer, NAPA Auto Parts is launching its new NAPA Filters family of filter brands to meet the needs of all types of drivers, including those with luxury, classic and everyday vehicles.

The line-up includes the new PlatinumNAPAFilter, an ultra-premium oil filter designed for vehicles using synthetic oil. The original GoldNAPAFilters, a line of premium filters for drivers who maintain their vehicles based on the original equipment (OE) recommendations or individual driving conditions and SilverNAPAFilters, NAPA’s standard line of filters for the DIYer who prefers a more traditional oil change interval. All three brands of new filters became available at participating NAPA Auto Parts stores nationwide Aug. 1.

Also, the introduction of the “good, better, best” filter family will be accompanied by a host of new “how-to” tools, including informative in-store displays, an online NAPA Filters Vehicle Maintenance Center, mobile web applications and QR codes on the filter packaging.

“We listened to our customers and saw the need to create a line of filter products that fit with how drivers maintain their vehicles, in addition to what they drive,” said Paul Kortman, NAPA Filters brand and category marketing manager. “Customers also wanted help right in the store aisle to decide which filter is right for them.”
Kortman said NAPA Filters saw the opportunity to simplify the oil filter purchasing process by offering DIY customers three clear choices, including the new ultra-premium platinum filter. Each oil filter brand has been designed to meet specific driver habits and oil preferences, the group says.

The new PlatinumNAPAFilter stands as NAPA’s most robust and durable filter that is specifically designed for vehicles using synthetic oil, the company says. For consumers who want the best for their car, including premium maintenance items and decreased engine wear, the PlatinumNAPAFilter is a natural partner with its precision-engineered materials. With consistent use of a more efficient filter over the life of an engine, there may be a lower wear rate, thereby extending the life of the engine.

“Synthetic oil use is becoming more common as drivers have become more concerned with maintaining the quality of their engine’s performance, particularly at high operating temperatures or in severe driving conditions,” Kortman said. “More people are also purchasing cars that have OE recommended longer oil change intervals. Synthetic oil is frequently recommended for this purpose, especially for classic and luxury cars.”

NAPA Filters also wants to help customers increase their filtration knowledge through in-store and online informational tools.

“Giving the DIY customer a clear, full range of NAPA filter choices along with easy-to-access information about the right filter for their specific needs is a win for our customers and NAPA AUTO PARTS stores,” Kortman said. “We want to continue to grow the business with DIY customers and are excited about the premium filter segment opportunities.”

NAPA Filters’ new Vehicle Maintenance Center website,, offers filtration and other vehicle maintenance tips. The website will include a variety of interactive features, such as informational and instructional videos, a social network platform and a personal account portal for consumers to share their maintenance experience with other DIYers.

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