Bardahl introduced two new product lines and a new marketing program at the AAPEX Show recently in Las Vegas. The program includes new product packaging with an updated logo and brand image. In addition, a promotion and advertising campaign was developed around a theme based on the company’s long history of racing, with a more modern look designed to capture the attention of the younger generation.
The Bardahl-branded retail line will offer new products based on the company’s development of ultra-concentrated solutions, as well as additives that are updated formulations from the original polar attraction technology that Bardahl is known for. The company added that there will be several new niche products that will address unique needs of newer vehicles, including solutions to improve performance in regard to GDI and CRDI systems, E85 ethanol blends and biodiesel fuels. A Special Duty line will offer products directed at the weekend recreational consumer with fuel system conditioners and engine additives for larger vehicles, including big pickups, RVs and SUVs, and the smaller ATVs and UTVs that they haul to the mountains, desert and beach.
The Protex by Bardahl professional line is designed for technician use. The company said these products were developed by leveraging the company’s proprietary technology and quality manufacturing processes. The packaging also will have a new logo and the products will be supported by a complete service adviser training and consumer education program.
The company also celebrated several milestones at this year’s show. First, its founder, Ole Bardahl, was inducted into the Motorsports Hall of Fame of America in Detroit this past August, and in September the company had its 75th anniversary. In addition, in October, Bardahl was appointed as a sponsor and the official oil and lubricant supplier to the LeMay – America’s Car Museum.