Cabin Air Filters —
A New Standard for Quality

Like many of its competitors in the automotive aftermarket, Mighty’s cabin air filter program presents professional installers with a comprehensive offering to cover all popular makes and models.  With approximately 90% of all vehicles today utilizing a cabin air filter as a standard feature or a dealer-installed option, there is no longer any “secret” to this wonderful, beneficial product.

Many savvy vehicle owners already know of the existence of their cabin air filter and know to request an inspection and change of this filter every 6-12 months. Gone are the days where the professional installer can likely “surprise” every car owner with a dirty, moldy cabin air filter and make an instant sale.  However, the benefits of reliable, quality air coming into the passenger compartment cannot be understated.  If you or your family or friends  suffer from allergies, or have negative physical reactions to pollution, mold or other airborne contaminants, you can certainly appreciate the benefits that a quality cabin air filter product provides.

The cabin air filter aftermarket has grown to be as competitive in some areas as air filters, wiper blades or other easily targeted replacement items. In fact, projections show that today’s cabin air filter wholesale replacement market will quadruple in size financially between now and 2012. The professional installer will need to continue to differentiate his presentation of the cabin air filter product with new information, updated benefits and, most importantly, unquestioned quality-of-product.  Mighty’s recent changes and updates to its industry-leading cabin air filter program are targeted to just these professional installers and consumers.

A Unique Marketing Approach            

Mighty’s new marketing focus for its cabin air filter program is a unique approach:  implementing and promoting a new “standard” for cabin air filter quality that establishes a relationship between the vehicle’s cabin air filter and the HVAC filter that the average car owner already uses in their own home. Mighty’s new standard for product quality and professional product will be unique and, most likely, unknown for use in the automotive aftermarket, but the results will certainly speak for themselves.

Why “rock the boat” with new, potentially confusing data about a seemingly simple-looking filter offering?  Easy . . . when the consumer realizes the importance of the cabin air filter on their health, and that of their children, friends and any other passenger in their vehicle, it becomes a paramount choice to not only change the filter when needed, but to feel confident in knowing that an unquestioned quality replacement part is being installed..
           
Mighty has adopted the use of a residential/industrial heating/air conditioning filtration performance standard called “ASHRAE 52.2.”  The American Society for Heating, Refrigeration and Air-Conditioning Engineers adopted ASHRAE 52.2 in 1999 as a means of benchmarking the performance of a wide variety of air filter products for use in industrial and home HVAC systems.  This standard is the basis for marketing by such leading HVAC filter manufacturers as DuPont and 3M/Filtrete.

Mighty began investigating the testing of its cabin air filter offering to this standard back in late 2006.  Through a partnership with an independent testing lab certified to test products to the ASHRAE 52.2 standard, Mighty began the process of discovering where its 2005-2006 program ranked in quality.  Using several Original Equipment Service (OE/OES) offerings to begin a benchmark comparison, Mighty realized that this comprehensive test would allow for its professional installer customer base to easily relate the performance of Mighty’s offering to an OE cabin air filter.

The core of the results for this testing and benchmarking effort revolves around the creation of a “MERV” rating for the cabin air filter product. MERV is an HVAC industry acronym for Minimum Efficiency Reporting Value, and has been widely accepted in that industry as a ranking for quality from one HVAC air filter to another competitive offering.  Mighty now uses MERV rankings as the basis for comparison of its cabin air filter offering to any other competitive aftermarket cabin air filter program.  Please see below for a graphical representation of some of Mighty’s ASHRAE 52.2 test results and MERV ratings for their own filters and that of other aftermarket offerings.

           

Mighty is so strongly committed to the quality and performance of their cabin air filter offering that significant time and capital has been invested in regularly testing not only its own product, but also the products of other leading competitors, including those as Original Equipment.  With this commitment to testing, the Mighty professional installer customer and their vehicle owner consumers can “breathe easier” knowing that their cabin air filter is providing consistent filtration performance over the life of the filter and without adding stress or strain to the vehicle’s HVAC system.

Ask your local Mighty representative or professional installer today about Mighty’s cabin air filter offering and how it can benefit you, your vehicle and your health.

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