Shell Launches New Fuel: No Other Gasoline Protects Better


NEW SHELL NITROGEN ENRICHED GASOLINES ADDRESS CHANGES IN CAR ENGINE TECHNOLOGIES AND CONSUMER NEEDS

HOUSTON, -- Shell, the no. 1 selling brand of gasoline in the U.S., is launching its NEW Shell Nitrogen Enriched Gasolines today to address the increasing need for engine protection. With advanced engine technologies coming to the market and with consumers holding on to their existing vehicles longer, it is becoming increasingly important for consumers to protect their vehicles, which is typically their second largest investment.

Carbon deposit build-up or "gunk" on critical engine parts is the result of various chemical processes that occur in the engine during its normal operation. The engine gunk can make your engine less efficient over time by acting like a sponge absorbing and trapping gasoline on intake valves, and impairing the flow of gasoline through fuel injectors.

The new formulation from Shell delivers 20 percent more active cleaning agents than before, designed to protect the engine's intake valves and fuel injectors from performance-robbing gunk. So no matter what you drive, no other gasoline protects your engine better than the NEW Shell Nitrogen Enriched Gasolines.

New patented cleaning agent addresses newer engine technologies

According to industry forecasts, new vehicle production with advanced engine technologies will show sizable increases in the coming years. In fact, in the next four years, J.D. Power and Associates forecast the number of vehicles with direct injection engines to more than triple from the 10 percent reported in 2010(1), while IHS Automotive predicts that one fifth of all North American-produced engines will be turbocharged or supercharged in the next two years.(1)( )

These newer engine technologies are generally more sensitive to the build-up of gunk, which can negatively impact the engine's performance even more than in conventional engines. And, newer engine technologies can be subject to greater heat and pressure, which can cause cleaning agents found in lower quality gasolines to break-down and reduce their effectiveness. The NEW Shell Nitrogen Enriched Cleaning System is designed to maintain thermal stability and work under extremely hot engine temperatures, actively protecting the engine against performance-robbing gunk.

Improved protection benefits for consumers holding onto vehicles longer

While newer cars are boasting advanced engine technologies, many Americans are keeping their existing cars even longer. According to a recent analysis of national vehicle registration data, the average length of ownership has increased more than 50 percent in the last decade with the average age of vehicles on the road up to almost 11 years.(2) As a result, consumers are increasingly focused on protecting and maintaining their vehicles and should be more conscious about the quality of the products they put into their vehicles to help protect that investment for the long haul.

"At Kelley Blue Book we've noticed drivers have stretched their length of vehicle ownership in recent years," said Jack R. Nerad, Executive Editorial Director, Kelley Blue Book. "To keep their vehicles running better for these longer periods, consumers should maintain their vehicles by using high quality gasolines that can not only help optimize performance, lower emissions and obtain better fuel economy, but also help prolong the life of their vehicles by protecting critical engine parts."

No other gasoline protects better

"Whether it's a new car with an advanced engine technology or an older one that is needed for continued use over the long haul, today's drivers need protection from engine gunk," said Dan Little, North America Fuels Marketing Manager, Shell Oil Products US. "Knowing this, Shell set out with our research teams and with input from leading automakers and other stakeholders to design a formulation to meet the needs of today's consumer and protect critical engine parts, no matter what they drive."

For those drivers who simply expect the most from their vehicle's performance, especially those with vehicles whose manufacturers recommend or require a premium gasoline, try Shell V-Power® Premium Gasoline. The new formulation boasts the highest concentration of the NEW Shell Nitrogen Enriched Cleaning System designed to clean an engine's intake valves from performance-robbing gunk even faster than regular Shell gasolines.

Shell makes it easier for consumers to save at the pump Shell recognizes that consumers are concerned with rising prices at the pump and want the most value for their money. Since 2009, Shell has been teaming up with many of the nation's leading grocers to make it easier for consumers to save on high-quality fuels at Shell by redeeming their grocery loyalty card rewards at the pump. And, today Shell has alliances with leading grocers in more than 130 markets coast-to-coast, so it's never been easier for consumers to save at the pump. All they need to do is make qualifying purchases at participating grocery stores by using their existing loyalty rewards card and they earn rewards that can be redeemed at participating Shell stations.

Shell also wants to remind drivers that they can save at the pump by using one of the many Shell payment options designed to address the diverse financial needs of today's consumers. Credit cards, such as the Shell Drive for Five(SM) Card, allow cardholders the opportunity to save five cents per gallon on all three grades of the NEW Shell Nitrogen Enriched Gasolines as well as Shell Diesel. The Shell $aver Card(SM) is another option that links directly to the cardholder's checking account, providing a hassle free way to save at the pump without incurring fees.

For additional information on the NEW Shell Nitrogen Enriched Gasolines or New Shell V-Power Premium Gasoline, including ways to save, visit shell.us/ontheroad or find us on Facebook at facebook.com/Shell.

Shell Oil Products US, a subsidiary of Shell Oil Company, is a leader in the refining, transportation and marketing of fuels, with a network of approximately 6,000 Shell-branded gasoline stations in the western United States. Another 8,300 Shell-branded stations in the eastern and southern are managed by Motiva Enterprises LLC, a 50/50 joint venture between Shell Oil Company and Saudi Refining, Inc.

Shell Oil Company is an affiliate of the Royal Dutch Shell plc, a global group of energy and petrochemical companies with 93,000 employees in more than 90 countries. [(NYSE:RDS.A) and (NYSE:RDS.B)]

(1) "Fewer cylinders mean winners and losers among suppliers" Automotive News (July 25, 2011)

(2) Data from Polk's analysis of the national vehicle registration database (January 17, 2012)

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