In this edition of Leading the League, AAM and Total Truck Centers President Tim Odom sits down with Paul Rutila of K&N®. With over 20 years of experience in the automotive aftermarket. Paul brings deep insight into what jobbers need most: profitable products, reliable performance, and strong brand support.
Once a household name on every shop shelf, K&N® is on a mission to reclaim that space with new initiatives.
Back to the Shelves, Back to Performance
K&N® has long been synonymous with horsepower gains and reliable filtration. While every company goes through changes, K&N® is reinvesting heavily in product development to drive a resurgence in the marketplace.
At the forefront is the Next Gen (NextG) air intake system, a hybrid design that combines the best of open-box and closed-box styles. The result? Real horsepower and torque gains that are independently tested, published, and backed by dyno charts. On platforms as tough as the Chevy Silverado 5.3L, K&N® is delivering nearly 20 horsepower increases, while the new Ram Hurricane twin-turbo sees gains of 40 horsepower or more. For shops, these measurable results mean consumer confidence and proven performance.
Expanding the Product Line
While panel filters remain K&N®’s tried-and-true foundation, innovation is driving expansion. The lineup now includes:
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Charge pipes
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Air-oil separators
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Snorkel kits (with applications launching now)
Snorkels in particular are turning heads, not only for their aggressive look but also for their dual compatibility with OE and aftermarket intakes. For Jeep JK models, the snorkel kit comes as an all-in-one solution, pairing an intake with the snorkel for a complete package. Installation requires professional skill (and precision cutting), making this an ideal job for shops that pride themselves on expert service.
Protecting Profitability with UMAP
K&N® knows jobbers are concerned about profitability in an increasingly competitive marketplace. To ensure fairness and protect dealer margins, they’ve implemented a UMAP pricing policy. This policy safeguards brand value, prevents destructive price wars, and builds consumer trust by ensuring consistent, competitive pricing. Frequent monitoring and enforcement mean jobbers can confidently sell K&N® products without worrying about being undercut online.
Stocking Strategies for Jobbers
For shops looking to reintroduce K&N® to their shelves, Paul recommends starting with the basics:
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Flat panel engine air filters
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Cabin air filters
These everyday essentials are vehicle-specific, quick to install, and represent easy upsell opportunities. From there, expanding into NextG intakes and performance accessories can help shops capture higher-margin sales and differentiate themselves from online retailers. Packaging remains one of K&N®’s strongest sales tools, with bold branding and clear product benefits displayed right on the box, helping jobbers tell the performance story from the counter to the bay.
Building on a Legacy
K&N®’s roots in racing and performance are alive and well. With fresh energy, innovative product launches, and a commitment to supporting dealers with fair pricing and practical stocking strategies, K&N® is focused on making performance profitable again for jobbers.
As Paul explains, “Performance has always been in our blood, and always will be.”
The AAM Group and Total Truck Centers are proud to highlight supplier partners like K&N® that are raising the bar for shops. Subscribe to our channel and keep up with the Leading the League Series to hear more stories from the brands driving success in the automotive aftermarket.
