MONROE, Mich. — Tenneco Inc. has launched a print and digital advertising campaign to highlight what it claims are several quality, performance and value benefits often missing in ride control products that don't carry the "Monroe" name.
The new "If It Doesn't Say Monroe" campaign intends to remind parts and service professionals that while many ride control products might look alike, their brand, manufacturer and point of origin can point to hidden differences, which could affect performance, durability and customer satisfaction, Tenneco said.
Each of the new ads reminds industry professionals and their customers that any shock absorber, strut or other ride control product offered under the Monroe brand carries several advantages: Tenneco's innovative product designs, stringent performance standards and on-vehicle fit and ride tests conducted in Monroe, Mich.; use of high-quality materials; engineering insight gained through Tenneco's global OE business; and product assembly completed at the company's manufacturing facility in Paragould, Ark.
The campaign also intends to underscore business advantages gained through the Monroe brand's marketing programs and technical and training support.
"There is often a huge gap between replacement parts offered by premier brands and those that might simply look like quality parts," said John Perrin, executive director, product management, North America aftermarket, Tenneco.
"Because the success of every parts and service business is based on providing the quality, convenience and value consumers demand, choosing a lower quality part could have significant consequences, including a vehicle coming back into the bay for repeat service," he said.
"It is important for shop professionals to check with their suppliers to make sure they know exactly what level of quality they are receiving for the repair," he added. "Our new advertising campaign delivers this message in a meaningful and compelling way."
The ads will run in automotive service industry publications and through a variety of digital placements, feature articles, social media activities and e-newsletters.