GUD celebrates platinum anniversary

It’s been 70 years since GUD Filters began manufacturing premium automotive filters for the local market 

From humble beginnings in 1949, KwaZulu-Natal-based filter manufacturer GUD has cemented its reputation as a reliable, trusted, home-grown brand.

As the company celebrates its 70th anniversary, CEO Chris Haworth says he is honoured that South Africa’s motoring public continues to choose GUD as its number one filter brand.

“A GUD filter is not just a product – it’s a brand that evokes memories of fathers and sons working together on vehicles in their garages, and it’s a brand known for its quality and reliability to meet service intervals. Celebrating a 70th anniversary milestone is a significant achievement, especially in the current economic climate.”   

Haworth says product development has come a long way since the original designs, which included cotton waste pleated with wire and tin cans stuffed with papier-mâché. These days, the filters are eco-friendly and metal-free. “The product range has grown from 60 filters for 63 vehicle applications in 1949 to over 7 000 today, covering more than 9 000 vehicle applications and 93 percent of the vehicle makes on the country’s roads,” he says.

Since its early days, GUD has earned a reputation for manufacturing premium-quality filters. The company was the first filter producer in the country to establish a specialised laboratory for research, development and quality testing. Seventy years later, it continues to invest in advanced laboratory equipment to ensure that filters meet the highest international quality and performance standards.

According to Haworth, the commitment to quality has resulted in long-term partnerships with leading vehicle manufacturers – among them Toyota SA, Volkswagen SA and General Motors – and earned the company many accolades including Supplier of the Year and Supplier Merit Awards from original equipment manufacturers and aftermarket customers.   

“The brand continues to expand its footprint locally and internationally – with warehouses in Zimbabwe, Mozambique and Zambia – to meet the needs of a growing African market,” Haworth says. “It’s an exciting time in the automotive industry right now, and with 70 years of experience behind us we’re thrilled to be looking forward and discovering new ways to drive excellence in the automotive market.”