Vendor Newsmaker Q&A: Donald Chilton, MANN+HUMMEL

Chilton, who travels internationally but is based in Gastonia, N.C., recently responded to a series of questions posed by Aftermarket Business World, discussing some of the particulars of the filtration segment:

Q: What are some of the complexities and other factors pertaining to engineering, developing and manufacturing a new filter product release?

A: New products are always a challenge to bring to the market. When a company does not make the OE part, we have to reverse-engineer the product. This involves extensive testing in the OE housing, prototype parts and, sometimes, new tooling. It can take months of proper preparation and testing before we will bring a solution to market. We ensure every WIX product is worthy of the name.

Q: Are new filter media inventions always being conceived and researched?

A: It’s imperative that companies in our industry stay informed of new trends and continue to utilize innovative technology, so that we can serve our consumers’ ever-evolving needs. WIX is proud to stay current in a changing industry.

Even as we speak, we currently are three-dimensionally modeling the media structures of the future. In addition, our access to simulations, laboratory tests and special analysis software to improve nanofiber coatings for customized applications allow us to ensure our newest products are both reliable and efficient.

Q: You do a lot of outreach and sponsorships related to racing; does the competitive track aspect significantly motivate non-racing motorists and aftermarket technicians to purchase and install your filters?

A: Racing is one of the harshest environments for passenger vehicle filters. This atmosphere allows us to showcase the abilities of a WIX filter design. Many of the world’s technicians enjoy racing in one form or another.

WIX Filters’ history in motorsports dates back over 50 years, with involvement in various organizations including NASCAR, NHRA, American Rallycross and Legends cars. In addition, one of our Team WIX programs even supports our local grassroots racing teams.

We want to ensure positive experiences with our brand, so that our racing teams recognize WIX for their high performance and top quality. If a racing team trusts our products, then you can rest assured that you can as well.

Q: And you’re very much involved with high school programs and the Future Farmers of America (FFA); do these efforts lead to more sales and/or attract young technicians into the industry?

A: We have an FFA box top program specifically for the National FFA Organization. It’s a way for the chapters to earn funds (25 cents per box top) to support their endeavors. The program also allows for our local auto parts stores/WIX distributors to support their local FFA chapter and possibly gain new business.

The National FFA Organization is the largest youth organization in the world focusing on leadership skills and agriculture education for our next generations. FFA members are truly appreciative of those who have supported the organization, and they carry a sense of loyalty and trust in those supporters for decades to come.

As members graduate and fill the job force, maybe as diesel mechanics or technicians, they remember not only the quality products that companies like WIX produce, but the community involvement and support WIX has shown over the years.

Q: Are the FFA efforts aimed more at agricultural equipment filters, or does construction-type equipment also fall into this realm of students? Does it also result in enhanced sales for their personal cars?

A: Our FFA efforts are aimed at all types of filters – agriculture, construction, turf management, passenger car, etc. We understand that the agriculture industry consists of more than just farmers.

Q: With electric vehicles and other propulsion innovations coming along at a quick clip, what are the prospects for future filter demand?

A: The type of propulsion will change but not the need for cleanliness. WIX helps separate the harmful from the helpful. This is true in fuel cells, battery, etc. In fact, many future drivetrains have more filters then the vehicles today. This type of innovation may currently seem perplexing, but this technology change brings with it new opportunities for filters.