Revolutionary Wagner® OEX Brake Pads Launching Across North America with Comprehensive Consumer Advertising Campaign
Acclaimed Media Personality Mike Rowe, Leading Automotive Technicians Featured in Campaign to Market Game-Changing Brake Pads to Millions of Potential Customers
Southfield, Mich., March 23, 2016… Wagner® OEX brake pads, which can stop pickups, sport utility vehicles (SUVs) and crossovers (CUVs) up to 50 feet sooner1, will be introduced to millions of consumers through a broad-reaching television, digital, radio and print advertising and social media campaign beginning this spring and continuing through 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 leading-edge stopping technologies that outperformed other leading pads in a series of independent tests performed on popular pickups, SUVs and CUVs.
Wagner, the global leader in braking innovation, is a brand of Federal-Mogul Motorparts, a division of Federal-Mogul Holdings Corporation (NASDAQ: FDML).
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 trade publications and leading 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.”
“Wagner OEX brake pad technology is the latest in a series of industry-leading innovations for Wagner,"
“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. 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 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 www.WagnerBrake.com.
Federal-Mogul Motorparts’ relationship with Rowe extends beyond advertising. The company recently became a sponsor of the mikeroweWORKS Foundation’s 2016 Work Ethic Scholarship Program, which launched March 15, 2016, 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’ innovative, broad-reaching "Tech First" initiative designed to offer comprehensive, highly 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 sooner1 than other leading pads, Wagner OEX pads last up to two times longer2, generate less dusting, reduce rotor wear and offer consistent performance in all braking conditions. These characteristics are particularly important on pickups, SUVs and CUVs – North America’s fastest growing vehicle segments – which often encounter a wider range of loads and other, more challenging operating conditions.
For additional information about Wagner OEX brake pads, please visit www.WagnerBrake.com or contact your automotive parts and/or service provider.
1 Results based on 60 mph post fade performance testing conducted by Link Engineering Company comparing Wagner Brake pads to competitors’ pads on the 2014 Ford F-150, 2011 Toyota RAV4 and 2013 Chevrolet Tahoe.
2 Results based on internal testing comparing new Wagner OEX to other Wagner offerings.
About Mike Rowe and mikeroweWORKS Foundation:
Mike Rowe has been called the “dirtiest man on TV,” a title he earned while hosting Discovery Channel’s Dirty Jobs. As the Creator, Executive Producer, and Host of CNN’s Somebody’s Gotta Do It, Mike introduces viewers to innovators, do-gooders, entrepreneurs, collectors, and fanatics who perform unique jobs. As the CEO of the mikeroweWORKS Foundation, a 501(c)(3) public charity, Mike also spends a significant amount of time speaking about the country’s dysfunctional relationship with work, the widening skills gap, and challenging the persistent belief that a four-year degree is automatically the best path to take. The Foundation awards scholarships to qualified individuals who have an interest in mastering a skilled trade, and it has been instrumental in granting more than $3 million in education through the Work Ethic Scholarship Program for trade schools across the country. For more information, please visit MikeRowe.com