WIX Filters, part of Affinia Group’s family of brands, is launching a new marketing campaign touting WIX Filters’ technical superiority through the vivid imagery of the classic black WIX spin-on oil filter donning heroic appearances.

The campaign centers on the primary image of a black spin-on WIX oil filter adorned with chrome pipe wings and the tagline: “Your engine’s guardian.” Three other Hero visuals seen throughout the campaign incorporate the black oil filter with a chrome cape, crown, or trophy, along with the message that WIX is your engine’s superhero, noble protector, or champion, respectively.

“WIX has been an innovator in filtration products for more than 67 years, driving performance and offering unparalleled underhood protection to our customers,” said Dave McColley, vice president of marketing for WIX Filters. “We want to communicate to our customers the strength and durability in each WIX oil, air, fuel, cabin and hydraulic filter and our commitment to take extraordinary care of their engines.”

The Hero campaign, which features the logos and hero message in trade and consumer print advertising, radio spots, Web banner ads, and point-of-sale materials, will launch in February.

The campaign made its public debut this month on the WIX Hummer H2, a mobile marketing, educational and entertainment platform developed by WIX for use at customer events. The new look WIX H2 and its tow vehicle, a Ford F-350, both adorned with Hero images, were unveiled at Affinia Group’s annual sales meeting in Dallas.

The WIX H2 will travel to more than 200 events across the United States in 2007. In its third year of operation, the WIX H2 serves as a highly successful mobile learning center, providing customers with an opportunity to learn about the technical superiority of WIX Filters at a local location.

Since 1939, WIX Filters has been an innovator in filtration products. WIX designs, manufactures and distributes products for automotive, diesel, agricultural, industrial and specialty filter markets. Its product line includes oil, air, cabin interior, fuel, coolant, transmission and hydraulic filters for automobiles, trucks and off-road equipment. WIX is the number one filter in NASCAR and an exclusive NASCAR Performance Product. For more information, visit www.wixfilters.com.

Affinia Group Inc. is a global leader in the on- and off-highway replacement parts and service industry. In North America the Affinia family of brands includes WIX® Filters, Raybestos® brand brakes and Aimco® brake products, and McQuay-Norris® and Spicer® Chassis parts. South American and European brands include Nakata®, Urba® and Quinton Hazell®. Affinia has operations in 19 countries and more than 11,000 people dedicated to keeping the world’s wheels turning. For more information, visit www.affiniagroup.com.