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Lube Service Challenges: The Oil Filter Is Often Mistakenly Blamed
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By Counterman
March 31, 2025, marked a milestone in engine oil development—the first license date for the
link hidden, please login to view. While that might sound like just another specification in a long line of upgrades, for professional parts counter pros selling to independent repair shops, it’s a moment that carries real-world impact. Understanding what’s new—and how to help shop owners explain it to their customers—could be the difference between a routine oil sale and a value-driven recommendation. First, What Is GF-7?
GF-7 builds on the progress of the GF-6 specification introduced in 2020. Like its predecessor, GF-7 is split into two categories: GF-7A for most modern gasoline engines and GF-7B for low-viscosity formulations like 0W-16, commonly used in vehicles from Japanese OEMs like Toyota. The key takeaway? GF-7 oils are fully backward compatible. If a customer’s vehicle previously called for GF-6, GF-5, or even GF-4, a GF-7A product can safely be used. For 0W-16 applications, GF-7B covers those needs—just make sure the shop isn’t using a 0W-16 oil in an engine not designed for it.
“When they developed the GF categories almost 30-plus years ago, the idea was that it’s an evergreen category, so they’re all backward compatible,” Dr. Michael Warholic, global technology director,
link hidden, please login to view. “The caveat is that GF-7B category. Some engines don’t like thin oil because they’re just not made to operate that way. You have to be careful about misapplication. “The OEMs identified that and developed a shield icon with 0W-16 label to make it easy to identify it versus 0W-20 or heavier oil,” he said.
How to Identify GF-7 on the Shelf
Paying attention to the API designation and symbols on the bottle is key. Counter pros should be looking for the API “donut” and the Starburst or Shield symbols:
• The Starburst still signals general GF-category oils (GF-7A).
• A Shield symbol identifies 0W-16 oils under the GF-7B track.
• Look for API donut to know it’s GF-7.
“It boils down to: if you see the Starburst, it’s a qualified GF oil. If you see the donut on the back, it has the API credentials on it,” Warholic explained.
There’s a one-year transition period where GF-6 oils will still be in circulation, but by March 2026, GF-7 will be the standard.
“Model Year 2026 is when we expect the OEMs will start to notice GF-7 oils in the owner’s manual,” added Karl Kocher, director of light duty product strategy, Valvoline.
Why Should Your Shop Customers Care?
Not all oils are created equal, and consumers are becoming more selective. GF-7 brings improvements in durability, fuel economy, wear protection and emissions performance. This includes:
• Deposit control: GF-7 increases limits on piston cleanliness to limit deposits, helping prevent buildup that can lead to costly repairs like ring sticking.
• Wear resistance: Chain wear limits are tighter to protect timing systems and avoid check-engine lights.
• Cold start protection: Improved low-temp viscosity performance means oil flows better when the engine is most vulnerable—at startup.
• LSPI protection over time: GF-7 includes a new test for aged oil’s ability to resist Low-Speed Pre-Ignition, protecting direct-injected turbo engines long after the oil change.
• Ash limit: For the first time, GF-7 introduces an ash cap to help reduce emissions—a nod to the increasing regulatory pressure on internal combustion engines.
Selling the Upgrade
In addition to standard GF-7 products, some oil suppliers are offering “above and beyond” formulations. Valvoline’s Restore & Protect, for example, is a fully synthetic motor oil that aims at both older, high-mileage vehicles (restore) and new vehicles (protect). While the oil sports a proprietary formulation, Valvoline has noted two proprietary technologies–Active Clean, which removes deposits, and Liqui-Shield, which prevents deposit formation.
“The active technology behind the Restore and Protect products is the same in our GF-6 and our GF-7 products,” Warholic confirmed. “For GF-7, it’s built on a slightly different platform to meet the requirements. The Restore and Protect technology is above and beyond even the deposit performance required for GF-7. It exceeds that performance and does something that no other oil does or that’s actually required by GF-7. It is our own proprietary technology.”
That’s especially valuable in older engines that were exposed to less advanced oils under earlier standards like GF-4 or GF-5. With Restore and Protect, your shop customers can offer a tiered service—a standard GF-7 oil for maintenance, or R&P for vehicles showing signs of engine wear or for customers wanting the best protection available.
Bottom Line for Counter Pros
• Understand the labeling: Starburst = GF-7A; Shield = GF-7B; look for API SQ on the donut.
• Ask about the vehicle: Year, model, and what oil is currently being used.
• Explain backward compatibility: GF-7 oils replace earlier categories in most cases.
• Be proactive: As model year 2026 approaches, shops will need help identifying the right oils—GF-7A or GF-7B—and transitioning their inventory.
GF-7 isn’t just a new acronym—it’s the new baseline. The counter pros who get ahead of it now will be the ones their shop customers rely on tomorrow.
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By Counterman
link hidden, please login to view announced its new CO₂-reduced filters impregnated with plant-based raw materials, manufactured using renewable energy and packaged in sustainable, recycled material. Filters with cellulose media have previously been impregnated with fossil-based phenolic resin, which provides stability, rigidity and chemical resistance, according to
link hidden, please login to view, which said it has partially replaced this crude oil-based treatment with the plant-based raw material lignin, a natural product contained in wood. Lignin is what makes wood stable and can also have the same effect on filter media, the company explained. This technology is initially being used in selected MANN-FILTER air and oil filters, with more filters will follow. As a result, MANN+HUMMEL said it is reducing the CO2footprint of the relevant lignin impregnation during production by up to 5 percent compared to regular phenolic resin impregnation. In addition, this reduces the amount of crude oil used for impregnation by around 27 percent.
The calculation of the CO₂ values and the calculation method for determining the crude oil savings have been externally verified and validated by ClimatePartner, a German organization that supports companies in calculating, reducing and offsetting CO₂ emissions and offers climate neutrality labels.
Thanks to the switch to lignin, the MANN-FILTER C 17 237 air filter, for example, saves 3.93 tons of CO₂ and more than 4,500 liters of crude oil annually, based on 2024 sales figures, the company said, with the material being used coming from certified sources. Lignin is produced in large quantities as a waste product in paper and pulp production—several million tons are generated worldwide every year.
In the independent aftermarket, the innovative and more sustainable air filters are now available as MANN-FILTER applications for almost 70 million cars and transporters in Europe, while oil filters are ready to use for almost 17.6 million vehicles, the company said. The improved impregnation will now be incorporated into defined series products, with MANN-FILTER products are gradually being converted to lignin.
“This means that customers do not have to choose between different versions, no additional storage space is needed, and no additional part numbers are required,” explains Dr. Lars Spelter, lead engineer for filtration materials at MANN+HUMMEL. “Everything should be kept as simple as possible for our customers. Externally, the partially plant-impregnated filters differ from the conventional ones. They are slightly brownish due to the characteristic color of the lignin they contain and they have a pleasant, natural odor. The innovative products are easy to recognize by the green leaf pictogram on the packaging. Our lignin impregnation is a successful example of how ambitious CO2 reduction targets in product development can also be implemented in series products.”
The new filters combine sustainability with consistently high performance in the usual original equipment quality and meet the strictest requirements of the automotive industry, MANN+HUMMEL explained.
To further reduce CO2 emissions during production, MANN+HUMMEL added it will only use electricity from renewable sources or a combination of green electricity and certificates and guarantees of origin from hydro, solar, or wind power plants from 2025. Energy sources for the generation of process heat are also to be CO2 neutral from 2035 in order to achieve a significant milestone in CO2-free production.
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By Counterman
Purolator announced the launch of its 20K Premium Oil Filter. Designed for high-performance driving conditions, the 20K Premium Oil Filter provides superior engine protection for up to 20,000 miles and is geared toward drivers who demand reliability and durability alongside affordability, Purolator said.
A news release announcing the product explained that the
link hidden, please login to view is engineered with high-density, synthetic blend media that captures more than 99% of dirt and contaminants. Purolator added that it is optimized for vehicles that experience frequent towing, off-roading, and stop-and-go traffic. Additional features include a silicone anti-drainback valve to prevent dry starts, a PuroSEAL gasket for superior leak protection, and a PuroSTEEL casing that withstands extreme pressure. “We are thrilled to introduce the Purolator 20K Premium Oil Filter exclusively at Walmart,” said Daryl Benton, vice president of sales and marketing for the automotive aftermarket with MANN+HUMMEL. “The Purolator 20K represents the next level of filtration technology, delivering long-lasting performance and durability for today’s most demanding drivers.”
Customers can find the Purolator 20K Premium Oil Filter exclusively on Walmart.com, or in select Walmart stores nationwide.
A Dynamic Kickoff
The Purolator 20K Premium Oil Filter was officially unveiled at Purolator’s state-of-the-art manufacturing facility in Fayetteville, North Carolina. Attendees, including automotive media, influencers and industry professionals, witnessed firsthand how the Purolator 20K Premium Oil Filter (and all Purolator filters) is tested and manufactured to the highest standards,
link hidden, please login to view said. Interactive experiences allowed guests to explore the technology behind the Purolator 20K. Education and perspective came in the form of a panel discussion and production tour led by industry experts who played crucial roles in developing and bringing to market the Purolator 20K. Subject matter experts included Purolator’s lead product engineer and Walmart automotive merchants. “Purolator’s commitment to innovation and quality aligns perfectly with Walmart’s mission to provide customers with great products at an incredible value,” said Scott Bayles, vice president of merchandise – automotive, Walmart US. “The Purolator 20K Premium Oil Filter is a game-changer for drivers looking for long-lasting performance, and we’re proud to offer it only at Walmart.”
Purolator added that the Purolator 20K and Purolator air filtration will be used on more than 1,000 horsepower Formula Drift cars driven by Odi Bakchis, Dan Burkett, Rome Charpentier and Ryan Tureck for the 2025 season. Those drivers also attended the launch event and challenged guests to a special drift driving experience.
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By Counterman
WIX Filters has announced it will be partnering with World Racing Group as the Preferred Filter of the World of Outlaws NOS Energy Drink Sprint Car Series. WIX said the series has a national following and is the most viewed dirt track race series in the U.S., with more than one million fans across its 90-race schedule that spans the country.
“Racers everywhere depend on the reliability of
link hidden, please login to view to ensure their high-performance cars remain competitive on the racetrack,” said Tina Davis, senior marketing manager for WIX Filters. “World of Outlaws fans will have the opportunity to see the protection and reliability our filters provide in one of the most demanding racing series in the world.”
link hidden, please login to viewsaid it will highlight its long legacy in racing by sponsoring the WIX Filters Heat Race #3, which is one of the ways racers can make it to the Feature race and a chance at Victory Lane. In addition, WIX Filters will sponsor a Competitor Contingency Award Program, in which winners will receive a cash prize for displaying the WIX Filters decal. “WIX Filters is an iconic automotive brand, and we’re excited to welcome them to the World of Outlaws and dirt racing community,” said Brian Carter, World of Outlaws CEO. “Many of their customers are already race fans and we look forward to entertaining them at every event and welcoming those who experience the World of Outlaws for the first time.”
In addition to the series sponsorship, WIX is a technical partner of the championship winning World of Outlaws team Tony Stewart/Curb-Agajanian Racing (TSR). TSR fields a Sprint Car for 10-time Series champion Donny Schatz, who holds over 300 wins in the Series and is ranked 3rd all-time. TSR has been a longtime partner with WIX, counting on WIX Filters’ advanced filtration to keep their 900-HP cars protected under the grueling conditions of dirt track racing, WIX said.
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