Steelbird International has announced a strategic partnership with A.L. Group of Israel, a company specialising in turnkey customised filtration solutions for the automotive industry worldwide – covering all types of filters ranging from air filters, oil filters, fuel filters, cabin filters.
Under the agreement, Steelbird will market a new concept-driven product to its established OEM customer base, which will be manufactured by the Israeli major. The objective is to access the Indian OEMs through Steelbird’s strong foothold in the Indian market, while the manufacturing by A.L. Group will leverage the best precision engineering in delivering a world-class product. Thus, both brands are poised to complement each other’s strengths in manufacturing and marketing.
A radically new concept that combines filtration technology with freshness perfumery, the product, soon-to-be-launched under a new name, is defined as ‘Auto Wellbeing System’ and has four aromatic capsules of different scents. Embedded seamlessly in the cabin air filter, it is controlled by an app and works automatically for the user’s convenience.