New Wagner OEX Brake Pads Launching Across North America With Comprehensive Consumer Advertising Campaign

New Wagner OEX Brake Pads Launching Across North America With Comprehensive Consumer Advertising Campaign

Acclaimed media personality Mike Rowe, along with several leading automotive technicians, are featured in the campaign to market the new brake pads to millions of potential customers.

F-M-Mike and Three SBSFederal-Mogul Motorparts has announced that its new Wagner OEX brake pads, which the company states can stop pickups, sport utility vehicles (SUVs) and crossovers (CUVs) up to 50 feet sooner*, will be introduced to millions of consumers through a broad-reaching television, digital, radio, print advertising and social media campaign beginning this spring. The campaign will continue throughout 2016. Featuring three highly experienced automotive service professionals and internationally acclaimed media personality Mike Rowe, the campaign will support the North American launch of the Wagner OEX product line, which utilizes stopping technologies that outperformed other leading pads in a series of independent tests performed on popular pickups, SUVs and CUVs, according to Federal-Mogul.

The Wagner OEX launch will be supported by a wide-ranging consumer- and trade-based media program, including television and radio ads appearing nationwide; full-page and two-page print ads, and four-page inserts placed in both trade and consumer publications; online banners and pre-roll video; outdoor advertising; and ongoing communication via key social channels.

“The Wagner OEX launch is important because safe braking is a big deal to drivers and their loved ones,” said Laura Soave, senior vice president and chief marketing and communications officer, Federal-Mogul Motorparts. “These innovative brake pads will help change the way the owners of light trucks, SUVs and CUVs think about braking performance, reliability and safety. Our campaign tells the Wagner OEX story in a clear and compelling way to consumers as well as to the skilled professionals who repair their vehicles.

“We are proud to be pushing the envelope of innovation, as we have for many years,” continued Soave. “Wagner OEX brake pad technology is the latest in a series of industry-leading innovations for Wagner, such as the one-piece brake pad, Wagner ThermoQuiet, featuring Integrally Molded Insulator (IMI) technology, which was another ‘first’ in the braking industry when it was introduced in 2001. Wagner OEX is another milestone in our commitment to continuously raise the bar in the braking industry.”

Throughout the campaign, the advantages of Wagner OEX pads will be demonstrated in part through the experiences of three automotive service professionals – Jeff Buckley, Jonathan Dwyer and Rich Rigsby – who were among more than 450 top technicians who participated in an extensive pre-launch program. Federal-Mogul noted that, among these participants, 99 percent reported that Wagner OEX pads provided a higher level of quality and that they saw a noticeable difference in the new brake pads. The three technicians are featured along with Rowe, star of the popular weekly CNN television series “Somebody’s Gotta Do It,” in the campaign’s television, digital and print ads, billboards, and a 3-minute video titled “The Science Behind the Stop,” which can be viewed online at

Federal-Mogul Motorparts’ relationship with Rowe extends beyond advertising. The company also recently became a sponsor of the mikeroweWORKS Foundation’s 2016 Work Ethic Scholarship Program, which launched March 15, and assists eligible individuals who plan to pursue an education in a vocational or similar trade-related program. The new sponsorship aligns with Federal-Mogul Motorparts’ “Tech First” initiative designed to offer comprehensive, accessible technical education and related support to the professionals who diagnose and repair today’s vehicles.

The Wagner OEX offering includes 114 custom-shaped, application-specific pad designs covering 95 percent of pickups, SUVs and CUVs. The pads’ patent-pending shape and slot design creates turbulent airflow, which allows for cooler operation and superior stopping power. In addition to stopping up to 50 feet sooner* than other leading pads, Wagner OEX pads last up to two times longer**, generate less dusting, reduce rotor wear and offer consistent performance in all braking conditions, Federal-Mogul states.

For additional information about Wagner OEX brake pads, visit or contact your automotive parts and/or service provider.

* Results based on 60 mph post-fade performance testing conducted by Link Engineering Co., comparing Wagner Brake pads to competitors’ pads on the 2014 Ford F-150, 2011 Toyota RAV4 and 2013 Chevrolet Tahoe.

** Results based on internal testing comparing new Wagner OEX to other Wagner offerings. 

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