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The History of K&N Automotive Filters
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By Counterman
Over the years, I’ve been in many different roles in an automotive shop, from sweeping and washing cars to technician, shop manager and owner. As a result, I’ve heard many different approaches to selling oil filters. Many times, I was just listening in, sometimes on the receiving end of a sales pitch, sometimes on the delivering end, explaining to a customer what filter is being used on their vehicle, and why there can be a drastic difference in cost.
Overall, there’s a lot to consider – from both sides – but the best place to start is with the facts. There are multiple manufacturers of oil filters, and as with many things, they’re often branded and sold under different names. Keeping track of who makes what can seem to change quicker than the weather, and as a technician, I always relied on my suppliers – the counter professionals – to keep me in the loop.
Under any given brand, there usually are at least two and sometimes more grades, or quality, of filters. The only real exceptions are OEM-branded filters, which generally don’t offer options. They tend to offer a top-of-the-line filter. But no matter how you stack it, quality is the factor that drives the price, and rightfully so, as it also drastically affects the performance.
Selling is all about knowing and differentiating between the levels of filter, and it comes down to the individual components that make up the filter itself. I’ll use a typical spin-on filter as the basis for explanation.
The filter housing is where dependability begins. High-quality steel is important for a tough, sturdy housing, because not only must it protect against pressure surges, but no filter is immune to the possibility of getting hit by road debris, and a sturdy housing also guards against punctures. Additional features such as a non-slip or textured grip applied to the outside simply make it easier to install and remove them.
The seals all might look the same, but they’re all not created equal. It’s generally known to apply a thin film of clean engine oil to the seal before installing the filter. The reason, if your customer asks, is that it reduces the friction that normally builds between the oil-filter flange and the seal, preventing damage and potential leaks. However, the oil also is forced out as the filter is tightened, resulting in high seal friction during removal.
Many filters now use an internally lubricated seal, which is one that’s made with friction-reducing ingredients in the elastomer formula. Not only does this offer additional protection during installation as the oil film is forced out, but it also allows for much easier removal. If you’ve ever removed an oil filter or heard someone talk about one that feels as if it’s been welded in place, you’ll appreciate an internally lubricated seal.
On filters designed for longer synthetic oil-change intervals, nitrile rubber seals offer extended durability and temperature protection.
Now let’s get to the business end, on the inside of the filter. The main components are the media, the relief valve and an anti-drainback valve.
There are different types of media, the most basic being a cellulose type. However, there also is synthetic filter media or microglass media, and many different proprietary media blends as well. This is a science all on its own, but it makes a big difference, and it simply comes down to how much dirt they trap and how long the filter efficiently traps dirt while allowing for proper, unrestricted oil flow.
The relief, or bypass, valve is designed to open and allow oil flow under extreme conditions in which the oil is too thick or if the filter becomes plugged. It’s important that this is a well-made part of the filter.
Last but not least is the anti-drainback valve that keeps oil in the filter to provide protection at startup. It’s just one more hidden piece of the oil filter. They all might look the same on the outside, but there’s a clear difference, and ultimately, engine protection depends on what you can’t see.
Selling to the DIYer
Knowing and being able to educate your customer on what makes a quality oil filter gives you the confidence to sell top-of-the-line, every time. But you must be careful characterizing a value-line filter as a low-quality filter – especially if it’s part of your branded line. One approach is to represent a value-line filter as a quality filter that’s designed for more frequent changes, so your customer has the understanding that the filter won’t last as long.
Then you can point out how the different media in a higher-quality filter provides better filtration for a longer period of time, which leads into the additional selling features of more expensive filters. If someone opts for the value-line filter, you’ve still given them the feeling they’re getting a quality filter.
I also like to use the “positive-reinforcement” approach. Many people will come through the door with a pre-conceived notion of the best filter there is, or a filter brand they prefer. When a customer asks for a certain brand, then asks you what you think of them, you’re always better off agreeing that you, too, like that brand.
By agreeing with a customer’s choice, not only does this build rapport by making them feel knowledgeable, but it also makes them more likely to trust your opinion. Maybe that’s not a brand you stock, or maybe you have a better deal that includes a different filter – for example a bundle offer. Since you’ve already gained their trust by agreeing with their initial choice of filters, you then can easily compare how another brand “has the same quality features,” for example, and if the customer knows that another filter is “just as good” as their original choice, they’ll most likely be willing to buy.
Selling to Professionals
This crosses over into different territory. When you’re selling to a shop or professional technician, you generally don’t have to educate them about the construction and quality of filters. We’re all familiar with the fact that top-line filters are much better, which is why we use those products on our vehicles. Truth be told, I’ve used several different brands of filters over the years, but I always use top-of-the-line. I don’t skimp and I’ve never experienced a filter-related issue, or any oil-related issue for that matter.
As technicians, however, we have other hurdles to jump. More often than not, we’re dealing with oil changes that are way over their interval, and the other big one is price competition. Many of us truly care about the quality of our oil-change services, but it’s a simple fact that one of the most popular forms of marketing to get people into a shop is the lure of an affordable oil change. This approach is highly exploited by shops that simply don’t care about the cars. They’re looking at the bottom line and what they can upsell when the vehicle is on the lift.
Of course, upsells are important and we all do it, but there’s the honest upsell and then there’s the other … a topic for another day. As far as the oil change, there are some established shops that may take the stance of only offering top-of-the-line filters and the cost is the cost, take it or leave it. But due to demographics and local competition, many shops have no choice but to offer inexpensive oil changes, simply to remain competitive and get traffic through the door.
I’ve heard many a sales rep talk down their value-line filters in an attempt to stock the shelves of a local shop with their better and best products. That doesn’t mean they’re wrong about the quality or that we don’t agree as technicians. However, as I just pointed out, we know from the standpoint of running a business that we simply may have no choice but to stock low-line product in order to remain competitive.
One thing you can do to help professional shops is provide them tools – such as counter displays or pamphlets – that explain what makes a top-of-the-line filter different from a value-line filter. This makes it much easier to offer different levels of oil-change services that include higher-quality filters. It’s always our goal to sell top-of-the-line, but you’d be surprised how tough it can be with so many shops offering inexpensive oil changes. The more tools we have to sell top-of-the-line, the more we can stock in our shops.
Upsells
For your walk-in customer or the DIYer, you always should offer an upsell – not from a negative or pushy standpoint, but out of professionalism and sharing your knowledge, making sure they have everything they need to get the job done. Never assume. But, it’s a safe bet that if they need an oil filter, they’re changing the oil too – even if they aren’t getting any oil. They may already have the oil. A drain pan and shop towels are number one. Just ask if they need either, and it’s always best to replace the oil drain-plug gasket.
link hidden, please login to view Funnels are a good upsell, because how many of us can really hit that hole every time, right on the money? I even like the “extra quart of oil for the trunk.” You’d be surprised how many people agree with that idea.
This is more of a rarity, but if they’re working on an older vehicle (pre-catalytic converter), make sure to ask them if they need a zinc additive for the engine oil. Oil-filter wrenches are another good upsell, as well as latex gloves and hand cleaner.
Tech Tips
There are a few extra things you can suggest that can help your customer. One, if the filter is an element-style filter, check the box and make sure it contains the replacement O-rings for the filter housing. Remind them to be sure to use them. Also remind them about using a thin film of clean engine oil on the filter seal before installing.
Some newer vehicles are designed with single-use drain plugs that require special tools to remove. If they have one of these, not only could they be looking for the tool, but they also might ask if you really have to replace the drain plug. The answer is to recommend “yes.” Is it overkill? Some may argue it is, but these are plastic plugs that turn and lock in place, quickly losing their tension with multiple uses. Have I personally ever seen one fall out? No, not yet, but if the manufacturer says to replace them every time, that’s what I do. Nobody wants to take the chance of ruining an engine.
Sharing what you know makes oil-filter sales easy, and it’s the basics like this that brings customers back to your store.
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By Counterman
When you fix cars for a long time, you hear some crazy stuff – like putting cornmeal in the radiator to stop a leak. It’s true. That used to be one of the “backyard” remedies floating around. I hate to earn the “Captain Obvious” nickname, but I’m willing to take the chance. So just in case, before I go any further, let me be clear: Do NOT do that.
Another old falsity that used to float around was that if your thermostat was stuck, causing engine overheating, all you had to do was simply remove it. In an emergency, this would at least get you home, but again, not an acceptable repair. This one, however, is at least understandable as we get into the evolution of thermostats.
The majority of early automobiles utilized a cooling system known as a thermosyphon system. There was no thermostat or water pump. The hot coolant would rise upward through the engine, out through the upper radiator hose and into the upper radiator tank. Water becomes denser as it cools, and as it did, it would fall downward through the radiator, into the lower tank and then back into the engine.
This type of system worked fairly well for the time, but heavy use often caused overheating, and the use of a thermostat and water pump was a necessary advancement as cars got heavier and more powerful.
Bellows-Style Thermostats
Leaving out a few obscure short-lived designs, early thermostats utilized a bellows system (see Figure 1). Inside the bellows was a liquid that, when heated, would change into a gas. As the liquid boiled and changed to gas, the bellows would expand, opening the valve to allow coolant to flow. These were susceptible to failure, and they also were affected by pressure changes. This was not a problem early on, because early cooling systems were not pressurized. Once we began to utilize pressurized cooling systems, the pressure built in the system sometimes would force these shut and cause overheating.
link hidden, please login to viewFigure 1 The solution was the wax-style of thermostat (see Figure 2) in which the wax changed from a solid state to a liquid, eliminating the pressure effect on the previous liquid-to-gas style. A piston in the wax pushed a rod that opened the valve. A spring was utilized to force the valve shut as the wax cooled and returned to a solid. This style of thermostat became the standard thermostat of the time, and by the 1960s was the primary thermostat in use for new cars, as well as direct replacement for any that still had a bellows-style.
link hidden, please login to viewFigure 2 Double-Valve Thermostats
While this overall design stood the test of time, there was one evolutionary change to it with the double-valve thermostat (see Figure 3). The double-valve thermostat, in conjunction with cooling system design, allowed more precise temperature control. To understand this, you first have to understand thermostat bypass. It is beneficial for coolant to flow through the engine when the thermostat is closed – to eliminate hot spots, allow the engine to warm up evenly, improve fuel vaporization and allow sufficient warm coolant to flow past the thermostat so it opens when needed.
link hidden, please login to viewFigure 3 Although various different bypass designs were used on early thermostat-controlled systems, most American cars in the 1960s utilized an open bypass (a whole other article) along with the traditional wax thermostat in Figure 2.
Fuel injection, fuel economy and reduced emissions demanded more precise temperature control, and that’s where the double-valve thermostat came into place. When the thermostat is closed, it allows all the coolant to circulate back through the engine to provide an even warm up. As the thermostat begins to open, it allows some coolant to flow to the radiator, yet some to circulate back into the engine. When the temperature rises above a certain point, the thermostat opens fully, blocking the bypass and sending all coolant to the radiator. This overall operation allows the engine to remain at a very consistent operating temperature by preventing a drastic hot/cold change each time the thermostat opens.
A review of what a thermostat does is the best way to understand why they’re so important on today’s engines. By blocking coolant flow to the radiator, it allows the engine to warm up quickly, which is important for drivability, heater performance and emissions. The thermostat opens fully at a specified temperature to allow coolant to flow into the radiator. A thermostat rating is part of cooling-system design because they also must give the coolant enough time in the radiator to cool off. Installing a cooler thermostat doesn’t always mean the engine will run cooler. Even more critical as engine-management technology continues to advance, extremely precise control of engine temperature is necessary to maximize fuel economy and minimize emissions.
Electronically Controlled Thermostats
This need for this precision brought about the latest thermostat in the evolutionary chain: the electronically controlled thermostat (Figure 3). Fuel economy, power output and emissions all are affected by engine rpm, load and temperature, and to obtain the highest efficiency possible under all operating conditions, we must have infinite control over temperature. With the electronically controlled thermostat, the vehicle computer now has that control.
Their operation is almost exactly what we’re already used to. They’re still wax-operated but designed to open at a failsafe temperature to keep the engine from overheating. The electronic part is a heater that heats the wax to cause the thermostat to open or close exactly as needed. If the electronic circuit fails, the thermostat still will open in time to prevent overheating. An electronic thermostat requires a scan tool for circuit monitoring and control during diagnosis. Coupled with other cooling-system advancements such as electric fan control, variable-flow coolant pumps and active grille shutters, it’s safe to say modern cooling systems are dialed in. It’s a far cry from throwing the thermostat out and dumping in some cornmeal.
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By Counterman
Photo caption: GM ASEP students from Des Moines Area Community College in Ankeny, Iowa, Joseph Njue (left) and Tyler Tessman (right) work on an engine donated by GM in October 2022. (Photo courtesy of Des Moines Area Community College)
In recognition of National Skilled Trades Day, celebrated on the first Wednesday in May each year, General Motors Customer Care and Aftersales (CCA) is recognizing the vital role that the more than 40,000 skilled auto technicians across GM dealerships bring to the GM owner experience.
Through “Bring Us Your Talent,” GM’s marketing initiative to help GM dealers recruit and train new talent to fill the technician gap, unique career stories and journeys will be shared across several GM platforms including:
The future of automotive talent – A video highlighting GM Automotive Service Educational Program (ASEP) students sharing their journeys with Dale Earnhardt Jr., who knows firsthand the importance of under-the-hood expertise. What GM-certified automotive technicians are saying: Stories from automotive technicians at all levels on why they chose their career path, life on the job, advancement and more. These stories, along with information on pursuing career opportunities as an automotive technician at a GM dealer through GM ASEP, are live on
link hidden, please login to view. GM brand social channels will also be featuring content honoring the experts who help keep us on the road. “With the progression of automotive technologies and the shift to electric vehicles, there is an ever-growing demand for skilled technician talent,” said John Roth, GM global vice president, Customer Care and Aftersales. “Not just today, but every day, we appreciate our dealership technicians who bring us their skills and continue to advance their training to take care of our customers.”
“Bring Us Your Talent” launched in May 2021 to coincide with National Skilled Trades Day and targets potential talent with educational content on automotive technician career opportunities. The initiative also provides marketing and advertising assets to dealerships to help them drive technician recruitment and industry awareness in their markets.
These efforts have helped to attract and build a pipeline of talent. Enrollment in the 51 ASEP schools across the United States is the highest it has been in 10 years.
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By OReilly Auto Parts
SPRINGFIELD, Mo., April 26, 2023 (GLOBE NEWSWIRE) -- O’Reilly Automotive, Inc. (the “Company” or “O’Reilly”) (Nasdaq: ORLY), a leading retailer in the automotive aftermarket industry, today announced record revenue and earnings for its first quarter ended March 31, 2023.
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By OReilly Auto Parts
SPRINGFIELD, Mo., April 03, 2023 (GLOBE NEWSWIRE) -- O’Reilly Automotive, Inc. (the “Company” or “O’Reilly”) (Nasdaq: ORLY), a leading retailer in the automotive aftermarket industry, announces the release date for its first quarter 2023 results as Wednesday, April 26, 2023, with a conference call to follow on Thursday, April 27, 2023.
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