Product Pulse 15June August2025 SINGLE PAGE

29 SERVICING PRODUCTS

We say goodbye to Crosland filtration and welcome in our new “Powerhouse” OPTIMAL

So, what does all this mean for you and our customers? Understandably it’s a big change, but it’s a change for the right reasons. As part of our European strategy, brand rationalisation is key to getting the best product at best prices through scale. By doing this we can offer customers the right product at the right price. We’ve recognised the price point that Crosland operates in, so there will be no change therefore for OPTIMAL. It does mean our customers are getting a Premium Aftermarket product at Crosland prices – What’s not to like about that!

What’s our brand positioning moving forward

LKQ Range

Aftermarket

Premium Aftermarket

O.E.

When we talk about OE, these are filter manufacturers that are Original Equipment with vehicle manufacturers. Meaning they come off the production line fitted to these vehicles.

When we talk about Aftermarket these are filters that meet everyday demand.

When we talk about Premium Aftermarket these filters are matching OE and are of premium quality. OPTIMAL is positioned as premium, but we have priced to be competitive like Crosland.

www.emotive.group