Fram is a brand of aftermarket

Aftermarket (automotive)

The automotive aftermarket is the secondary market of the automotive industry, concerned with the manufacturing, remanufacturing, distribution, retailing, and installation of all vehicle parts, chemicals, tools, equipment and accessories for light and heavy vehicles, after the sale of the...

 automotive products known primarily for their oil filters. Other products sold under the Fram brandname include air filter

Air filter

A particulate air filter is a device composed of fibrous materials which removes solid particulates such as dust, pollen, mold, and bacteria from the air. A chemical air filter consists of an absorbent or catalyst for the removal of airborne molecular contaminants such as volatile organic compounds...

s, fuel filter

Fuel filter

A fuel filter is a filter in the fuel line that screens out dirt and rust particles from the fuel, normally made into cartridges containing a filter paper. They are found in most internal combustion engines....

s, PCV valve

PCV valve

A crankcase ventilation system is a way for gases to escape in a controlled manner from the crankcase of an internal combustion engine. A common type of such system is a positive crankcase ventilation system, the heart of which is a PCV valve—a variable-restriction valve that can react to changing...

s, breather element filters, and similar products, almost all of which use the trademarked orange color. Fram is an aftermarket product, so most automobile manufacturers recommend their own brand, Motorcraft, for example.

The brand is noted for its trademarked bright orange color, and for its famous marketing

Marketing

Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...

 slogan, "You can pay me now, or pay me later", which is usually presented as being uttered in its advertising

Advertising

Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...

 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 slogan is "Before you slam it, FRAM it".

History

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. 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

Automobile

An automobile, autocar, motor car or car is a wheeled motor vehicle used for transporting passengers, which also carries its own engine or motor...

 oil filters

Filter (oil)

An oil filter is a filter designed to remove contaminants from engine oil, transmission oil, lubricating oil, or hydraulic oil. Oil filters are used in many different types of hydraulic machinery. A chief use of the oil filter is in internal-combustion engines in on- and off-road motor vehicles,...

 in the United States.

The Fram Corporation was bought by the Bendix Corporation

Bendix Aviation

The Bendix Aviation Corporation, a manufacturer of aircraft parts, was started by inventor Vincent Bendix in 1929 as a continuation of his auto parts company. It was renamed to Bendix Corporation in 1960, and in 1983 was acquired by the Allied Corporation and combined with King Radio company to...

 in 1967. The brand is now owned by Rank Group.

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

• Extra Guard - for everyday driving
• Tough Guard - for heavy duty or tough driving conditions
• Extended Guard - 10,000 mile filter for the longer oil change intervals
• Double Guard - PTFE impregnated
• High Mileage - for cars over 75,000 miles. It incorporates a time release additive gel that mixes with the oil
• Racing
• Synthetic - (Available in Canada only) 11,000 km
  KM
  KM, Km, or km may stand for:*Kilometre *Kernel methods*Kettle Moraine High School*Khmer language *Kuomintang , a centre-right political party in the Republic of China on Taiwan...
  
   oil filter for longer change intervals.

Air filters

• Washable - reusable air filter, designed to be washed 20 times
• Fresh Breeze - cabin filter that uses Arm & Hammer
  Arm & Hammer
  Arm & Hammer is a registered trademark of Church and Dwight, an American manufacturer of household products. The logo of this brand is a muscular arm holding a hammer...
  
   baking soda for to absorb odors.
• Tough Guard - for tough driving conditions
• Extra Life
• AirHog High Performance
• Platinum Premium - Same as the Tough Guard (Available in Canada only)

Other products

• Fuel filter
• transmission
  Transmission (mechanics)
  A machine consists of a power source and a power transmission system, which provides controlled application of the power. Merriam-Webster defines transmission as: an assembly of parts including the speed-changing gears and the propeller shaft by which the power is transmitted from an engine to a...
  
   filter
• PCV valve
  PCV valve
  A crankcase ventilation system is a way for gases to escape in a controlled manner from the crankcase of an internal combustion engine. A common type of such system is a positive crankcase ventilation system, the heart of which is a PCV valve—a variable-restriction valve that can react to changing...
  
  
• FRAM Oil 5-W30 & 10W-30 (Produced by Conoco/Phillips)