K&N Filters Runs Consumer Promotion With German Car Magazine Auto Bild

Jun 6, 2017

The promotion targets K&N's largest market in Europe, Germany.

K&N Filters Europe has teamed-up to run a consumer promotion with the magazine Auto Bild in Germany

When they hear the name “K&N” most people tend to think of American muscle cars and trucks. Not only is the range of fitments much wider than that, but K&N is literally sold around the world and not just in North America, but also South America, Asia, Australia, Oceania, Middle East, and Europe.

Europe is a critical market to K&N, so much so that it operates two R&D centers there. One is located in the West of England, the other in The Netherlands (its official name, but sometimes referred to as Holland).

These facilities conduct the same type of research and development as K&N’s laboratory in California. The reason is simple: proximity to cars. For models not available in the United States, each would have to be shipped to the California, measured, filters or systems developed, production models tested and evaluated, and then shipped back.

With dedicated facilities in such a major market for K&N, it’s far easier and faster to acquire the vehicles locally for development and testing.

To control quality all filters are made in the same plant

All K&N air filters, no matter their destination, are manufactured in the Riverside, Ca facility

Emissions standards and the ability to modify your vehicle are heavily controlled in the European markets. That limits the opportunity to develop intake kits for many European cars. The focus at the two European development centers is on replacement air filters and replacement cabin air filters. And while the filters are designed and developed, every K&N Filter is manufactured in Riverside, California, to the same exacting standards.

As the most populous country in Europe with over 80 million inhabitants, Germany is also one of the primary markets for K&N products in the continent.

So K&N Filters Europe launched a promotional campaign with the German magazine “Auto Bild” (Auto Picture). The campaign draws a parallel between a sheet of paper and a t-shirt. The page represents an OEM or replacement paper filter, which if you place it in front of your mouth is difficult to breathe through. On the other hand, K&N's cotton filter, represented by the t-shirt, is far easier to draw air through. And more air equals more horsepower.

We had a chance to ask a few questions about the campaign to Robert Hordossy, K&N's Senior Director of International Business.

K&N: What made you decide to partner with Auto Bild for this marketing campaign?

European laws make it more difficult for an individual to modify their cars

While intake kits comprise some sales, the biggest sellers in Europe are K&N replacement air filters

Robert: Autobild is a well known nationwide publication across Germany and within all German speaking countries. They are powerful in automotive but also in general as a news provider. We have used them in the past as well and it worked quite well on feedback and coverage.

K&N: Are you running the promotion with other magazines?

R: Yes we advertising in many countries in Europe in many publications print and online

K&N: What is the primary focus of the promotion?

R: Our main business in Europe is replacement filters. However, from a branding perspective and to stay cool and innovative we continue to promote intake kits as we do sell those for select vehicles as well.

K&N: In general terms, what do you expect the promotion to achieve?

R: Increased brand awareness, to drive consumers to our website for more information and buy from our DTC channel. Germany is our number one market in Europe and we need to sharpen consumer awareness continuously. You can check-out the contest at http://www.autobild.de.

K&N: How long will the promotion run?

R:Throughout the year; three times online and periodically with consumer advertising in print magazines.

K&N: And what's your expectation for the results of the promotion ?

R: Brand awareness, for consumer to be educated about the features and benefits of our products, and to demonstrate that we are original filter with performance touch to the product. We drive these campaigns through automotive publications in order to hit automotive fans as these sites are mainly visited by consumers who are interested in cars.

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