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Why You Should Recommend High-Quality Oil Filters - Video


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Oil filters play a vital role in the operation of a vehicle. Most counter professionals cringe when they hear a customer say, “Just give me the cheapest one.” Let’s talk about why that’s an especially risky request when a customer is looking for a replacement oil filter. Counterman Magazine:

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      Many years ago, in high school to be exact, a friend of mine drove a 1980 Ford Thunderbird. He began to complain that the vehicle was losing power and it was getting worse and worse. I was always working on my own car and generally was known as a “car guy,” so he asked me what I thought. I asked him if he had checked the air filter recently. “Air filter?” he responded. 
      Admittedly, I knew very little about cars at the time, and my response was the only thing I could think of. Out to the parking lot we went. Not being able to get the lid off the air cleaner was a bad sign, and when we finally did, completely plugged was an understatement. Naturally, a new air filter fixed his problem. I was a little full of myself after that, but I never told anyone it was a lucky guess.
      Even though I’ve never seen one that bad since, as a technician, I’ve had many opportunities to sell air filters. The job is a little easier for us because we are most likely holding a visual representation in our hands – one we can show the customer. This is a tactic that often works well, especially if you have a new one to compare side-by-side.
      Sometimes it’s an easier sell than others, as some people understand the importance of the air filter; this usually is the staunch oil-change crowd. But, others are skeptical and take a little more convincing.
      Selling, for me, always has been based on fact. I often first ask if they can remember the last time it was changed. If not, it’s probably due for replacement, and I stick to the once-a-year rule. But you always have to make exceptions based on an inspection, and with vehicles that are driven only seasonally or driven very little, at minimum I have to see dirt collecting in the base of the pleats, or a noticeable discoloration before recommending replacement.
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      Theoretically, this is all great information, but if someone wants a chrome air cleaner, I get it. They look great, and they’re a common characteristic of some old muscle cars. The completely exposed element offers the maximum amount of airflow necessary for the type of performance sought in these cars.
      The minor affect on drivability due to lack of a heat riser and less air velocity at low RPM isn’t missed on a car with straight-line, high-RPM performance in mind, and one that most likely is only driven in the summer. I do like to point out that there were a handful of top-dog muscle cars that originally came with chrome open-element air cleaners. On these cars, the crankcase ventilation was routed to the air-filter base, and the aftermarket units generally have a stamped breakout in the base and come with a fitting so this can be reconnected. I always encourage them to reconnect these emission-related devices.
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