Federal-Mogul Announces Licensing Agreement to Extend Champion(R) Spark Plugs Brand Into Performance Additives Market
SOUTHFIELD, Mich., March 19 -- Federal-Mogul Corporation (BULLETIN BOARD: FDMLQ) announced an exciting new brand extension for the globally recognized red-and-black Champion "Bow Tie" logo. The Champion brand, long known for the highest quality spark plugs, will expand into the performance additives product category through a licensing agreement with Champion Brands, LLC, Clinton, Mo. As a result of the agreement, a new product line of Champion Performance Additives will be introduced within the automotive retail channel in April, 2004.
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The agreement enables Champion Brands to leverage the significant strength of the Champion Bow Tie logo with the launch of a broad range of high-quality performance additives targeted at the automotive, heavy truck, marine, and specialty industries. Champion Brands, which produces more than 300 functional chemicals and related products, will manufacture and market the new Champion Performance Additives.
The Champion Performance Additives product line includes a synthetic engine protectant, fuel system cleaner, octane booster, fuel injector cleaner and power steering fluid "stop leak" formula.
"The Champion Spark Plug brand is one of the world's most recognizable logos that consumers readily identify with power and performance," said Jay Burkhart, vice president, global marketing and brand strategy for Federal- Mogul. "We're excited to be able to extend one of the automotive industry's strongest brands into an entirely new high-quality line of products for the retail marketplace."
The Champion brand -- named for Albert Champion, a pioneer in spark plug design -- dates back 96 years to the establishment of the Champion Spark Plug Company in Boston. The company soon moved to Toledo, Ohio, where it became one of the world's largest manufacturers of original equipment and replacement spark plugs. Champion Spark Plugs was acquired by Federal-Mogul in 1998.
Throughout its history, Champion has enjoyed considerable success in virtually every form of motor sport. Most recently, Champion plugs powered the engines of each of the past two NASCAR Winston (now Nextel) Cup series champions and the winner of the 2004 Daytona 500.
"Millions of consumers recognize that Champion means improved performance in any application, whether it's a NASCAR vehicle, standard passenger car, personal watercraft, or snowmobile," Burkhart said. "The Champion Performance Additives product offering is an ideal opportunity to leverage this exceptional brand equity within a new category."
Additional information regarding the new product line and Champion Brands, LLC can be found online at http://www.championbrands.com/ .
Federal-Mogul is a global supplier of automotive components, sub-systems, modules and systems serving the world's original equipment manufacturers and the aftermarket. The company utilizes its engineering and materials expertise, proprietary technology, manufacturing skill, distribution flexibility and marketing power to deliver products, brands and services of value to its customers. Federal-Mogul is focused on the globalization of its teams, products and processes to bring greater opportunities for its customers and employees, and value to its constituents. Headquartered in Southfield, Michigan, Federal-Mogul was founded in Detroit in 1899 and today employs more than 45,000 people in 24 countries. For more information on Federal-Mogul, visit the company's Web site at http://www.federal-mogul.com/ .
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