Challenging ATF Claims

In a market that is heavily fragmented and constantly evolving, establishing claims for automatic transmission fluids can present real challenges for marketers. There is no longer one proxy industry standard for ATF, and little formal industry structure or regulation of product claims. As competition becomes more aggressive and complexity increases exponentially, remaining rigorous with claims will be a struggle for many. This article looks at some of the reasons behind these issues and questions whether the service-fill market in Europe presents a growing problem, or a potential opportunity.

This article was published in LUBE 142 (December 2017)


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