Fram Endurance - synthetic and wire backed

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New at Walmart. Wire backed and synthetic media. $13.00.
 

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Odd. Can't find it on Fram website. It looks like the trademark registration is still pending as well.
 
As noted, zero information on topic FE currently on Fram website. Can only be seen with google search going to/thru WM website. And there only a couple applications shown, those as OOS locally. Description there does say fully synthetic and 99% efficiency, no micron rating or ISO test spec listed. Based on those facts, not willing to make the leap that FB has brought back the identical OG Ultra media filter by another name. The one spin-on application shown on WM show Champ Labs type baseplate design.

Much like the other recent thread where now appears there may well be more to the story than original implication of suregrip disappearing across all Fram filters, I'll take another wait and see. Show me a c&p and description of media, and real 'published" efficiency info, then 'could be' the conclusion some others appear to have reached.
 
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So the Ultra would no longer be Fram's ultimate filter?
The new filter needs a better name to sound more impressive than the Ultra, i.e. : Ultimate Ultra, Super Xtra Ultra, Mega Super Ultimate Xtra Ultra, Infinity Utmost Optimum Ultra.

First Brands should have left the OG Ultra (and its' positive reputation among gear heads) alone, and slotted the current Ultra construction under the OG Ultra with a different name.
 
So the Ultra would no longer be Fram's ultimate filter?
The new filter needs a better name to sound more impressive than the Ultra, i.e. : Ultimate Ultra, Super Xtra Ultra, Mega Super Ultimate Xtra Ultra, Infinity Utmost Optimum Ultra.

First Brands should have left the OG Ultra (and its' positive reputation among gear heads) alone, and slotted the current Ultra construction under the OG Ultra with a different name.
Fram Ultra Capacity King
 
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