Our Company focuses on improving the ignition of fuel inside the combustion chamber of your car, truck or small engine. We realized that the key to an industry breakthrough would not come from exotic metals such as platinum or iridium, but rather from a completely NEW electrode design. Starting at our own laboratories, we then tested our designs at two leading engineering universities, assisted by top professors in the field of combustion and engine dynamics. From that research, we decided to ditch the antiquated "J-wire" electrode and engineer our products to be fuel-efficient spark plugs that would ignite and completely burn the fuel/air mixture in the cylinder. After years of research and testing, we are proud to offer our customers the advanced DiamondFire design in our complete line of E3 spark plugs.