A trusted engine filtration brand for over fifty years, Donaldson has always maintained a single-brand strategy. Now, new technology benefits have given Donaldson an opportunity to offer unique products at a premium price point. Our co-branding strategy -- "Donaldson Endurance" -- captures the key benefit of extending engine life and service intervals, which is a major concern among truck owners. And we've extended the trusted Donaldson name for better branding power.