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Extensive New Campaign Reminds Auto Service Professionals, ‘If it’s Not in a MOOG® Box, it’s Not MOOG’

Television ads, other campaign elements encourage professionals
to accept nothing less than genuine MOOG parts

What's in the Box

Southfield, Mich., March 8, 2018…If a parts provider is trying to convince you that their steering and suspension parts are “the same as MOOG®,” it’s time to consider test results and other key facts regarding the exclusive benefits that have made genuine, premium MOOG parts number one in their category. These facts are featured in an extensive new North American advertising and customer awareness campaign that reminds automotive service professionals and consumers to always order MOOG parts and never settle for anything less.

“It’s not unusual to hear from shop owners, service writers and technicians who had been assured that their suppliers’ steering and suspension parts were the same or as good as MOOG, only to be disappointed with those parts’ performance and reliability,” said Mike Proud, vice president, marketing, Americas, Federal-Mogul Motorparts. “This campaign puts those claims to rest and helps protect service providers and their customers from parts that have not been designed, built or tested to meet the stringent standards applied to every part that comes in a MOOG box.

“Whether you’re a shop professional or consumer, always order MOOG and make sure you get MOOG,” he added.

The comprehensive new campaign includes television ads and an array of other elements featuring media personality Mike Rowe, who urges professionals and consumers to remember that “If it’s not in a MOOG box, it’s not MOOG.”

The engaging new television ads feature Rowe appearing in opposing roles as an angel – trying to convince a parts professional to do the right thing by delivering only genuine MOOG parts – and a devil arguing that product quality doesn’t really matter. In addition to leading North American cable networks, these ads can be seen on several popular digital platforms as well as at

In conjunction with this ongoing campaign, MOOG also is sponsoring a promotion – from March 12, 2018, through May 31, 2018 – that offers a chance to win a free MOOG hat to customers who snap a ‘selfie’ that includes a MOOG box, and then submit it online at A limited number of winners, selected at random, will receive a hat autographed by Mike Rowe.

MOOG also is rolling out attractive, educational point-of-sale materials that reinforce the benefits of relying on the brand’s exclusive, premium technologies, as well as new product packaging featuring valuable tech support information from Federal-Mogul Motorparts Garage Gurus™. These materials also highlight the MOOG brand’s long-term relationship as Official Steering and Suspension of NASCAR®.

“It’s natural for other brands to try to capitalize on MOOG’s heritage of going the extra mile to support the success of automotive service professionals, but it’s important to remember that our clear leadership in the category has been built through decades of leading-edge, problem-solving parts that outperform the competition,” said Bryon Osterland, vice president, global chassis, Federal-Mogul Motorparts. “These benefits are exclusive to the MOOG brand and to the products that come in MOOG boxes.”

To learn more about the MOOG campaign and to view the new TV spots, videos and digital ads, please visit To enter the MOOG hat promotion, upload your selfie – including an image of a MOOG box – to Additional information can be found by searching for MOOG on Facebook and following MOOG on Twitter, at, and Instagram, at To learn more about specific part numbers and applications, visit

NO PURCHASE OR PAYMENT NECESSARY TO ENTER OR WIN. Starts on March 12, 2018 at 12:00:01 am ET and ends on May 31, 2018, 11:59:59 am ET. Open to legal residents of the 50 United States, the District of Columbia, Puerto Rico, U.S. Territories and Canada who (at the time of entry) are 18 years old or the legal age of majority in their jurisdiction or residence (whichever is older). Grand Prizes: Fifteen (15) MOOG baseball caps, autographed by Mike Rowe (ARV $500 USD). Secondary Prizes: Seven Thousand Five Hundred (7,500) MOOG baseball caps (ARV $10 USD).  Odds of winning a Grand Prize or Secondary Prize depends on number valid of entries received prior to the draw date. Skill-testing question required for Canadian residents. Full rules and entry details available at Sponsor: Federal-Mogul Motorparts LLC., 27300 W 11 Mile Road, Southfield, Michigan, 48034.

About Federal-Mogul

Federal-Mogul LLC is a leading global supplier of products and services to the world’s manufacturers and servicers of vehicles and equipment in the automotive, light, medium and heavy-duty commercial, marine, rail, aerospace, power generation and industrial markets. The company’s products and services enable improved fuel economy, reduced emissions and enhanced vehicle safety.

Federal-Mogul operates two independent business divisions, each with a chief executive officer reporting to Federal-Mogul's Board of Directors.

Federal-Mogul Motorparts sells and distributes a broad portfolio of products through more than 20 of the world’s most recognized brands in the global vehicle aftermarket, while also serving original equipment vehicle manufacturers with products including braking, wipers and a range of chassis components. The company’s aftermarket brands include ANCO® wipers; Beck/Arnley® premium OE quality parts and fluids; BERU®* ignition systems; Champion® lighting, spark plugs, wipers and filters; Interfil® filters; AE®, Fel-Pro®, FP Diesel®, Goetze®, Glyco®, National®, Nüral®, Payen®, Sealed Power® and Speed-Pro® engine products; MOOG® chassis components; and Abex®, Ferodo®, Jurid® and Wagner® brake products and lighting.

Federal-Mogul Powertrain designs and manufactures original equipment powertrain components and systems protection products for automotive, heavy-duty, industrial and transport applications.

Federal-Mogul was founded in Detroit in 1899 and maintains its worldwide headquarters in Southfield, Michigan. The company employs nearly 53,000 in 24 countries. For more information, please visit

*BERU is a registered trademark of BorgWarner Ludwigsburg GmbH



Karen Shulhan (Federal-Mogul Motorparts) – 248.354.4383

Drew Shippy (Pinnacle Media) – 330.688.3500

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