Atmus Filtration Technologies

Creating a better future by protecting what is important by powering a cleaner, healthier, & more sustainable world.

Atmus Filtration Technologies SWOT Analysis

Updated: October 3, 2025 • 2025-Q4 Analysis

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This analysis for Atmus Filtration Technologies was created using Alignment.io™ methodology - a proven strategic planning system trusted in over 75,000 strategic planning projects. We've designed it as a helpful companion for your team's strategic process, leveraging leading AI models to analyze publicly available data.

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The Atmus Filtration Technologies SWOT analysis reveals a classic industrial leader at a critical inflection point. Its formidable strengths—the Fleetguard brand, global distribution, and profitable aftermarket—provide a powerful foundation and the necessary cash flow to navigate the industry's generational shift. However, weaknesses like its deep dependence on the internal combustion engine and a slower pace in digital innovation expose it to significant long-term threats from electrification. The core strategic challenge is clear: Atmus must leverage its current market dominance to aggressively fund and execute a pivot. The company needs to diversify into industrial markets and innovate for new energy vehicles. Success hinges on transforming from a component supplier into a forward-looking technology partner for a cleaner future, a difficult but necessary evolution for sustained growth and leadership in the coming decade. The path forward requires bold, decisive action.

Donaldson Company Parker-Hannifin Mann+Hummel Clarcor Mahle

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

Creating a better future by protecting what is important by powering a cleaner, healthier, & more sustainable world.

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Strengths

BRAND: Fleetguard has immense brand equity and trust in the aftermarket.
DISTRIBUTION: Unmatched global network provides a significant barrier to entry.
OEM: Deep, long-standing relationships with Cummins and PACCAR drive sales.
PROFITABILITY: Strong, resilient margins from the aftermarket business model.
SCALE: Global manufacturing footprint provides cost and supply advantages.

Weaknesses

DEPENDENCE: Over-reliance on the cyclical commercial vehicle/ICE market.
DEBT: Carries notable debt load post-spinoff, limiting strategic flexibility.
INNOVATION: Pace of R&D for next-gen (EV/H2) tech is a critical challenge.
DIGITAL: Lags competitors in IoT/telematics integration for smart filters.
DIVERSIFICATION: Limited presence in attractive industrial filtration markets.

Opportunities

EV TRANSITION: New filtration needs for batteries, e-axles, and fuel cells.
INDUSTRIAL: Enter large, high-margin markets like water, HVAC, life sciences.
M&A: Acquire smaller, innovative tech companies in new energy or industrial.
SERVICES: Build a recurring revenue model around predictive maintenance data.
SUSTAINABILITY: Market products based on efficiency and recycled materials.

Threats

TECHNOLOGY SHIFT: Rapid EV adoption erodes the core ICE filter replacement biz.
COMPETITION: Aggressive plays by Donaldson and Mann+Hummel in core markets.
RECESSION: Economic downturns directly impact freight volume and truck sales.
SUPPLY CHAIN: Continued global volatility in logistics and raw material costs.
OEM INSOURCING: Risk of major OEM partners developing filtration in-house.

Key Priorities

AFTERMARKET: Must double down on the profitable aftermarket to fund the future.
DIVERSIFY: Must accelerate entry into industrial and new energy markets.
INNOVATE: Must invest heavily in R&D for non-ICE filtration technology.
DIGITIZE: Must build digital capabilities for predictive maintenance services.

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Atmus Filtration Technologies OKR

Updated: October 3, 2025 • 2025-Q4 Analysis

The Atmus OKR plan provides a clear, actionable blueprint for navigating its strategic pivot. It rightly anchors the strategy in strengthening the core aftermarket business—the economic engine that will fund future growth. The objectives to 'PIONEER NEW ENERGY' and 'EXPAND BEYOND' directly address the primary threats and opportunities identified in the SWOT analysis, forcing accountability for diversification. 'DIGITIZE THE CORE' is a crucial enabling objective that supports all others. This plan is well-structured, balancing the defense of the current business with the necessary offense to win the future. Execution and resource allocation will be paramount, but the framework effectively aligns the organization around the few things that matter most for long-term value creation.

Donaldson Company Parker-Hannifin Mann+Hummel Clarcor Mahle

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

Creating a better future by protecting what is important by powering a cleaner, healthier, & more sustainable world.

WIN AFTERMARKET

Solidify our leadership in the profitable aftermarket.

LOYALTY: Increase share-of-wallet with top 50 channel partners by launching a new tiered rewards program.
E-COMMERCE: Grow aftermarket digital channel revenue from 5% to 15% of total aftermarket sales.
BRAND: Launch two major marketing campaigns focused on Total Cost of Ownership, reaching 5M impressions.
COVERAGE: Achieve 98% product availability for the top 1,000 SKUs across all major regional distribution centers.

PIONEER NEW ENERGY

Become the go-to filtration partner for EV and FCEV.

DESIGN WINS: Secure 5 design wins for battery or fuel cell filtration solutions with 3 non-legacy OEM partners.
PROTOTYPE: Develop and validate a market-ready filtration product for battery thermal management systems.
PARTNERSHIP: Establish a formal technology partnership with a leading fuel cell or battery manufacturer.
REVENUE: Generate first $5M in revenue from products specifically designed for alternative power applications.

EXPAND BEYOND

Capture new revenue streams in industrial filtration.

M&A: Complete due diligence and acquire one target company in the industrial water filtration space.
SALES: Build a dedicated industrial sales team of 10 people and generate a qualified pipeline of $20M.
PRODUCT: Launch a portfolio of 5 filtration products specifically tailored for the data center cooling market.
CHANNEL: Sign partnership agreements with 3 major distributors in the industrial supply sector.

DIGITIZE THE CORE

Embed data & digital tech across our value chain.

PREDICTIVE: Launch a pilot telematics program with 10 fleets to provide predictive filter maintenance alerts.
OPTIMIZATION: Reduce supply chain logistics costs by 5% by implementing an AI-powered route optimization tool.
PLATFORM: Unify sales and product data from 3 disparate systems into a single analytics dashboard.
TALENT: Hire a Head of Data Science and build a team of 4 data scientists to support key initiatives.

METRICS

Aftermarket Revenue Growth Rate: 5-7% annually
Adjusted EBITDA Margin: 22-24%
New Product Vitality Index: 15% of sales from new products

VALUES

Integrity: Doing what is right, always.
Innovation: Creating solutions that power a better future.
Caring: Valuing and respecting all stakeholders.
Teamwork: Collaborating to achieve more together.
Excellence: Delivering superior results with passion.

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Atmus Filtration Technologies Retrospective

AI-Powered Insights

Claude

Gemini

GPT

Atmus Filtration Technologies Q1 2024 Earnings Report and Transcript
Atmus Investor Relations Website and Corporate Presentations
Atmus Form 10-K Annual Report
Industry reports on commercial vehicle and industrial filtration markets
Analysis of competitor financial statements (Donaldson, Parker-Hannifin)

Donaldson Company Parker-Hannifin Mann+Hummel Clarcor Mahle

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

Creating a better future by protecting what is important by powering a cleaner, healthier, & more sustainable world.

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What Went Well

MARGINS: Maintained strong gross margins through effective price discipline.
AFTERMARKET: Aftermarket sales demonstrated resilience despite softer markets.
CASH FLOW: Generated solid operating cash flow, supporting deleveraging.
SPINOFF: Successfully managed post-spinoff costs and corporate functions.
BRAND: Fleetguard brand continues to command premium pricing and loyalty.

Not So Well

OEM DEMAND: First-fit volumes were soft, reflecting cyclical market downturns.
REGIONAL: Experienced demand weakness in key international markets like China.
INVENTORY: Navigating inventory destocking within certain channels.
GROWTH: Overall top-line growth has been modest, driven mostly by price.
NEW ENERGY: Revenue from new energy filtration remains immaterial.

Learnings

PRICING: The value of our brand allows for pricing power in inflationary times.
DIVERSIFICATION: The aftermarket provides critical stability during OEM cycles.
COST CONTROL: Disciplined cost management is essential to protecting profits.
MARKET: The on-highway market is cyclical; diversification is not optional.
STRATEGY: The pivot to new markets and technologies must be accelerated.

Action Items

INVENTORY: Proactively manage channel inventory to align with end-market demand.
COSTS: Continue to execute on operational efficiency and cost-out programs.
PIVOT: Allocate dedicated capital and talent to industrial/EV initiatives.
M&A: Actively screen for bolt-on acquisitions in adjacent growth markets.
COMMUNICATE: Clearly articulate the long-term growth strategy to investors.

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Organization	SWOT Analysis	OKR Plan	Top 6	Retrospective

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Atmus Filtration Technologies Market

AI-Powered Insights

Claude

Gemini

GPT

Atmus Filtration Technologies Q1 2024 Earnings Report and Transcript
Atmus Investor Relations Website and Corporate Presentations
Atmus Form 10-K Annual Report
Industry reports on commercial vehicle and industrial filtration markets
Analysis of competitor financial statements (Donaldson, Parker-Hannifin)

Founded: Spun-off from Cummins in 2023 (as Fleetguard since 1958)
Market Share: Leading share in on-highway commercial vehicle filtration.
Customer Base: OEMs, distributors, fleet operators, end-users.
Category:
Filtration Manufacturing
SIC Code: 3714 Motor Vehicle Parts and Accessories
NAICS Code: 336390 Other Motor Vehicle Parts Manufacturing
Location: Nashville, Tennessee
Zip Code: 37214
Congressional District: TN-5 NASHVILLE
Employees: 4500

Competitors

Donaldson Company Request Analysis

Parker-Hannifin Request Analysis

Mann+Hummel Request Analysis

Clarcor Request Analysis

Mahle Request Analysis

Products & Services

No products or services data available

Distribution Channels

Atmus Filtration Technologies Business Model Analysis

AI-Powered Insights

Claude

Gemini

GPT

Atmus Filtration Technologies Q1 2024 Earnings Report and Transcript
Atmus Investor Relations Website and Corporate Presentations
Atmus Form 10-K Annual Report
Industry reports on commercial vehicle and industrial filtration markets
Analysis of competitor financial statements (Donaldson, Parker-Hannifin)

Problem

Equipment downtime is extremely costly for fleets.
Contaminants reduce engine life & performance.
Managing maintenance for diverse global fleets.

Solution

Highly reliable, OEM-spec filtration products.
Advanced media tech for superior protection.
Global availability and technical support.

Key Metrics

Aftermarket revenue growth and margin.
New product vitality index (NPVI).
Customer retention rate / Share of wallet.

Unique

The Fleetguard brand is an industry benchmark.
Deep technical integration with major OEMs.
Unparalleled global distribution network.

Advantage

60+ years of brand trust and market presence.
Locked-in OEM relationships and specifications.
Economies of scale in manufacturing/sourcing.

Channels

OEM first-fit programs.
Independent warehouse distributors.
Direct sales to large national fleets.

Customer Segments

On-highway truck OEMs (e.g., PACCAR, Daimler).
Off-highway equipment OEMs (e.g., Komatsu).
Independent service centers and fleet operators.

Costs

Raw materials (media, steel, polymers).
Manufacturing labor and overhead.
R&D for new filtration technologies.

Atmus Filtration Technologies Product Market Fit Analysis

Updated: October 3, 2025

Atmus protects critical equipment for businesses that power the global economy. Through its trusted Fleetguard brand, it delivers advanced filtration technology that maximizes uptime and lowers total cost of ownership. This ensures customers' most important assets are always ready to perform, backed by unmatched engineering expertise and a world-class distribution network, safeguarding their profitability and operational reliability.

MAXIMIZE UPTIME: We protect your most critical assets to keep your business moving and earning.

LOWER TCO: Our advanced technology extends equipment life, reducing your total cost of ownership.

ENSURE RELIABILITY: With global availability and OEM quality, we provide peace of mind anywhere.

Before State

Unscheduled equipment downtime is costly.
Contaminants reduce engine life/efficiency.
Managing mixed-fleet maintenance is complex.

After State

Maximized uptime and operational readiness.
Extended equipment life and peak performance.
Simplified maintenance and procurement process.

Negative Impacts

Lost revenue from vehicles out of service.
High capital costs for engine replacement.
Increased labor costs and inventory issues.

Positive Outcomes

Increased fleet profitability and reliability.
Lower total cost of ownership (TCO).
Improved operational efficiency and planning.

Key Metrics

Customer Retention Rates - High, >90% in key aftermarket channels

Net Promoter Score (NPS) - Estimated 50-60 range

User Growth Rate - Tied to vehicle parc growth, low single digits

Customer Feedback/Reviews - Limited G2, strong industry reputation

Repeat Purchase Rates - Very high due to replacement cycles

Requirements

Reliable, high-performance filter products.
Consistent global product availability.
Technical support and trusted brand.

Why Atmus Filtration Technologies

Leverage Fleetguard brand for trust.
Utilize global distribution for access.
Provide superior filtration technology.

Atmus Filtration Technologies Competitive Advantage

60+ years of engineering and market data.
Unmatched global channel and OEM access.
Technology designed for engine integration.

Proof Points

Trusted OEM first-fit partner for decades.
Millions of vehicles rely on Fleetguard.
Industry leader in filtration technology.

Atmus Filtration Technologies Market Positioning

AI-Powered Insights

Claude

Gemini

GPT

Atmus Filtration Technologies Q1 2024 Earnings Report and Transcript
Atmus Investor Relations Website and Corporate Presentations
Atmus Form 10-K Annual Report
Industry reports on commercial vehicle and industrial filtration markets
Analysis of competitor financial statements (Donaldson, Parker-Hannifin)

Strategic pillars derived from our vision-focused SWOT analysis

Deepen channel partnerships and brand loyalty.

Pioneer filtration for new energy vehicles.

Drive margin expansion via global optimization.

Systematically enter industrial filtration markets.

What You Do

Designs, manufactures, and sells advanced filtration products.

Target Market

On-highway and off-highway commercial vehicle & equipment operators.

Differentiation

Deep OEM integration and technical partnerships, especially with Cummins.
Global scale in manufacturing, distribution, and brand recognition.

Revenue Streams

High-margin aftermarket filter sales.
First-fit sales to original equipment manufacturers (OEMs).

Atmus Filtration Technologies Operations and Technology

AI-Powered Insights

Claude

Gemini

GPT

Atmus Filtration Technologies Q1 2024 Earnings Report and Transcript
Atmus Investor Relations Website and Corporate Presentations
Atmus Form 10-K Annual Report
Industry reports on commercial vehicle and industrial filtration markets
Analysis of competitor financial statements (Donaldson, Parker-Hannifin)

Company Operations

Organizational Structure: Standalone public company with global business units.
Supply Chain: Global network of manufacturing plants and distribution centers.
Tech Patents: Holds numerous patents related to filtration media and design.
Website: https://www.atmus.com

Top Clients

Board Members

Atmus Filtration Technologies Competitive Forces

Threat of New Entry

LOW: High barriers to entry due to massive capital investment, established distribution networks, brand loyalty, and deep OEM relationships.

Supplier Power

MODERATE: Key inputs like specialized filter media have few suppliers, giving them some pricing power, but Atmus's scale mitigates this.

Buyer Power

HIGH: Large OEM and fleet customers have significant buying power and can drive price concessions and demand stringent quality standards.

Threat of Substitution

MODERATE to HIGH: The shift to EVs, which require fewer traditional filters, represents a major long-term substitution threat to the core business.

Competitive Rivalry

HIGH: Intense rivalry among established players like Donaldson, Parker, Mann+Hummel, all competing on tech, price, and distribution.

Analysis of AI Strategy

Updated: October 3, 2025 • 2025-Q4 Analysis

The Atmus AI SWOT analysis underscores a significant, untapped opportunity. Atmus's core strength is its vast reservoir of proprietary data on product performance and customer usage—a perfect fuel for AI model development. This data advantage could be used to create a powerful moat in predictive maintenance, transforming the business from selling parts to selling uptime. However, internal weaknesses in AI talent and legacy infrastructure are major hurdles that must be addressed immediately. The primary threat isn't a direct AI competitor, but rather existing rivals like Donaldson using AI to become more efficient and innovative. The strategic imperative for the CEO is to champion a clear AI vision, invest in a modern data platform, and secure the necessary talent. By focusing AI initiatives on predictive maintenance and operational efficiency, Atmus can defend its core business while creating high-margin, data-driven revenue streams for the future.

Donaldson Company Parker-Hannifin Mann+Hummel Clarcor Mahle

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

Creating a better future by protecting what is important by powering a cleaner, healthier, & more sustainable world.

Strengths

DATA: Decades of warranty, sales, and performance data for model training.
CHANNEL: Direct access to fleets provides real-world data on usage patterns.
SCALE: Ability to deploy and test AI-driven solutions across a vast network.
EXPERTISE: Deep domain knowledge of failure modes and maintenance cycles.
BRAND: Customer trust allows for easier adoption of new AI-driven services.

Weaknesses

TALENT: Shortage of in-house AI/ML engineers and data scientists.
INFRASTRUCTURE: Legacy IT systems may hinder large-scale data processing.
CULTURE: Decision-making culture may not be agile enough for AI iteration.
DATA SILOS: Product, sales, and supply chain data may not be integrated.
STRATEGY: Lack of a clearly articulated, C-suite-driven AI vision.

Opportunities

PREDICTIVE: AI models to forecast filter life and schedule maintenance.
OPTIMIZATION: AI-driven supply chain for inventory and logistics efficiency.
MANUFACTURING: Use computer vision for quality control on production lines.
DESIGN: Generative AI to accelerate new filter media and product design.
SALES: AI tools to identify cross-sell/upsell opportunities in the aftermarket.

Threats

COMPETITORS: Rivals could leverage AI to create more efficient operations.
STARTUPS: Agile startups could offer superior predictive analytics services.
DATA PRIVACY: Regulations on vehicle telematics data could limit access.
COST: Significant investment required for talent and cloud infrastructure.
IMPLEMENTATION: Risk of failed AI projects due to lack of clear business goals.

Key Priorities

PREDICTIVE: Focus AI on developing a predictive maintenance analytics platform.
EFFICIENCY: Deploy AI in manufacturing and supply chain for cost savings.
TALENT: Must acquire or develop AI talent to build these capabilities.
DATA: Must unify disparate data sources into an accessible, clean platform.

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Atmus Filtration Technologies Financial Performance

AI-Powered Insights

Claude

Gemini

GPT

Atmus Filtration Technologies Q1 2024 Earnings Report and Transcript
Atmus Investor Relations Website and Corporate Presentations
Atmus Form 10-K Annual Report
Industry reports on commercial vehicle and industrial filtration markets
Analysis of competitor financial statements (Donaldson, Parker-Hannifin)

Profit: $140 million (FY 2023 Net Income)

Market Cap: $2.5 billion (approx. as of early 2024)

Stock Performance

Annual Report: Available on Atmus investor relations website.

Debt: Approximately $800 million post-spinoff.

ROI Impact: Margin expansion focus to improve returns.

SWOT Index

Composite strategic assessment with 10-year outlook

/ 100

Pivoting Incumbent

ICM Index

STRATEGIC ADVISOR ASSESSMENT

Atmus has a societal-level ambition but faces significant execution risk in its pivot from ICE. Achievability is moderate as OKRs address key weaknesses. The SWOT is balanced, with strong opportunities offset by existential threats. The OKRs are category-shaping, not world-shaping. The resulting index reflects a strong, well-run incumbent navigating a massive technological shift, leading to a modest growth multiplier as it reinvests profits from its legacy business into uncertain future markets.

SWOT Factors

Upside: 74.0 Risk: 78.0

OKR Impact

AI Leverage

Top 3 Strategic Levers

Accelerate M&A in industrial and new energy filtration.

Secure major design wins for EV/FCEV platforms.

Successfully launch and scale a predictive maintenance service.

AI Disclosure

This report was created using the Alignment Method—our proprietary process for guiding AI to reveal how it interprets your business and industry. These insights are for informational purposes only and do not constitute financial, legal, tax, or investment advice.

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