Research, Planning & Design

• Predominantly garage-and-gear crowd men aged 30- 50 with interests in hands on, utility work

• People with diesel engines looking to save on fuel

• Over-the-road truckers and trucking companies

• Inform drivers of varying knowledge on the benefits of the product

• Distinguish between multiple products with similar benefits

• Place extra weight on hyper-concentration to offset high price point

• Highlight USPs : All-engines, multiple issues, reduced sensor-failure & regens, combustion catalyst