Fram (filter)
| Genre | Automotive filters |
|---|---|
| Headquarters | Lake Forest, Illinois, United States |
| Parent | Rank Group |
| Website | http://www.fram.com |
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. The majority of FRAM filters are sold in the aftermarket, however the filters are available in the OE markets where they are purchased by major auto manufacturers.
The brand is noted for its trademarked bright orange color, its black "SureGrip" coating on the filter dome, 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. Another popular slogan is "Before you slam it, FRAM it".
The FRAM brand was born when the original chemists, Frederick Franklin and T. Edward Aldam, invented an easily replaceable oil filtering element in their Providence, R.I. laboratory. The name FRAM was derived from the chemists' last names—the first two letters of Frederick's last name "Franklin", and the last two letters for Edward's last name "Aldam". Other sources claim that the brand was inspired in the name of the FRAM vessel used by Roald Amundsen and other explorers to their expeditions to the Arctic and Antarctic, because Fram means “Forward”. and moreover it's pronounced the same in many languages. 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 & Canada.
The FRAM Corporation was bought by the Bendix Corporation in 1967. Then FRAM was part of Honeywell's "Consumer Products Group" (CPG) until 2011. The brand is now owned by Rank Group.
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