Fram Oil Filter Cross Reference

Fram is a brand of aftermarket automotive products known primarily for their oil filters. Other products sold under the Fram brandname include air filters, fuel filters, PCV valves, breather element filters, and similar products, almost all of which use the trademarked orange color. Fram is an aftermarket product, so most automobile manufacturers recommend their own brand. (Motorcraft, for example.)

The brand is noted for its trademarked bright orange color, and for its famous marketing slogan, "You can pay me now, or pay me later," which is usually presented as being uttered in its advertising by an auto mechanic, who is explaining to his customer that he can either pay a small sum now for the replacement of oil and filter or a far larger sum later for the replacement of the vehicle's engine. Another slogan is "Before you slam it, FRAM it".