<<I've never had one fail in 100K+ miles.>> Up until to 14-15 years ago I USED to use Champs. When it got to 1 outta 5ish (un-scientific keeping track) dead ones gave up. Been using NGKs since with ZERO failures. Have some friends down in Springfield that had a VERY successful Import Repair Shop; they said 1 in 4. I just stick to what I KNOW, not suppose<G>!!