Shell Launches New Shell V-Power(R), Its Most Advanced Fuel Ever
07 July 2004 - 12:24AM
PR Newswire (US)
Shell Launches New Shell V-Power(R), Its Most Advanced Fuel Ever
New Premium Gasoline Actively Cleans as Cars Are Driven, Has More
Than Five Times the Minimum Amount of Cleaning Agents Required By
Government Standards HOUSTON, July 6 /PRNewswire/ -- As they
prepare to head down the road to a beach, a barbecue or a backyard
celebration, motorists traveling this summer will be able to fill
up with a new premium fuel -- Shell V-Power. The most advanced
Shell fuel ever developed, Shell V-Power actively cleans critical
engine parts -- specifically intake valves and fuel injectors -- as
customers drive their cars. New Shell V-Power is available at Shell
stations across the country. (Logo:
http://www.newscom.com/cgi-bin/prnh/19990716/SHELL ) To view the
Multimedia News Release, complete with video, audio, and Hi- Res
images, go to: http://www.prnewswire.com/mnr/shell/12509/ Shell
V-Power has more than five times the minimum amount of cleaning
agents required by government standards, according to Mark Henry,
manager of fuels for Shell Oil Products US. Just as the exterior of
a vehicle accumulates dirt and other build-up over time, a
vehicle's engine may also accumulate build-up if it runs on
low-detergent fuels. With regular use of Shell V-Power, drivers can
clean their vehicles' intake valves and fuel injectors as they
drive. "When your drains and pipes are clogged, you use a clog
remover that can clean soap scum and food build-up so that water
can move more efficiently through them," Henry explained.
"Similarly, Shell V-Power can remove carbon deposits left behind by
low detergency gasolines so that the air and fuel can mix more
efficiently inside your vehicle's engine -- cleaning your car's
engine as you drive. With millions of Americans planning to hit the
road for vacations and road trips this summer, now is the perfect
time to experience the benefits of this new fuel." Bob Weber,
on-site mechanic for TheCarConnection.com, affirms that keeping a
vehicle's engine clean is important. "Gasolines with inadequate
additive packages can leave spongy carbon deposits in the engine.
As a result, the spongy build-up may absorb fuel, which may cause a
vehicle to experience hesitation during its warm-up period," he
explained. "To prevent carbon build-up, drivers should use quality
gasolines that are high in additives or cleaning agents." Shell,
which enjoys a position as the No. 1 selling gasoline brand in the
United States, tested Shell V-Power prior to its introduction
through independent, third-party testing facilities and at the
company's advanced Westhollow Technology Center, a fuel testing
facility in Houston. Over the course of more than a year, this
advanced fuel formulation was exposed to laboratory tests, engine
test beds, and actual driving tests in vehicles of various makes,
models and ages. The tests proved that Shell V-Power helps remove
deposits and can protect your engine from future carbon deposit
build up. Removing these deposits is important because an engine
will work most effectively when it has the maximum amount of air
and an exact amount of fuel to burn together. Unfortunately,
engines that have carbon deposit build up on intake valves and fuel
injectors, may work less effectively while the engine is warming up
to its normal operating temperature. If these deposits aren't
removed, the vehicle may experience hesitation during the engine's
initial warm-up phase. "For most consumers, a car, truck or SUV
represents the second-largest -- if not the largest -- purchase
they will make during their lifetime, so it's important to protect
that investment," Henry said. "Just as washing and waxing a car
helps keep a car clean on the outside, using a high-quality,
high-detergency fuel can keep intake valves and fuel injectors
clean on the inside." Consumers will hear about new Shell V-Power
through a $30 million national communications campaign, including
print, television, radio and Internet advertising. The
communications campaign to support the new fuel is one of Shell's
most significant marketing investments since the company began
selling fuel in the United States nearly 100 years ago. Shell also
is supporting the launch of the new fuel with a public relations
program and other marketing initiatives, such as direct-mail
promotions and point-of-purchase displays at all Shell stations. In
addition, Shell has created a mobile marketing tour that will visit
approximately 20 major U.S. markets, giving consumers a fun way to
learn about Shell V-Power and put a human face with the Shell
brand. As part of the interactive tour, consumers will have the
opportunity to have their picture taken with a Shell Ferrari F1
racecar while learning more about Shell V-Power. Consumers also
will be able to find out more about the benefits of Shell V- Power
through a consumer-friendly, product-specific Web site located at
http://www.shellus.com/ . New Shell V-Power gasoline replaces the
company's existing premium-grade offering and is currently
available at Shell stations nationwide. While other differentiated
premium fuels similar to Shell V-Power have been introduced by
Shell in more than 50 countries worldwide since 1997, this launch
of Shell V- Power in the U.S. marks the largest launch of the
product to date. For more information on Shell gasolines, please
log onto http://www.shellus.com/ or http://www.localshell.com/ .
Shell Oil Products US, a subsidiary of Shell Oil Company, is a
leader in the refining, transportation and marketing of fuels, and
has a network of nearly 7,200 branded gasoline stations in the
Western United States. Shell Oil Company is a 50 percent owner of
Motiva Enterprises LLC, along with Saudi Refining, Inc., which
refines and markets branded products through 11,000 stations in the
Eastern and Southern United States. Shell Oil Company is an
affiliate of the Royal Dutch/Shell Group of Companies (NYSE:RD/SC).
For more information, please visit http://www.shell.com/ . * Survey
was conducted by Focus Research Inc. for Shell.
http://www.newscom.com/cgi-bin/prnh/19990716/SHELL
http://www.prnewswire.com/mnr/shell/12509DATASOURCE: Shell Oil
Products US CONTACT: Brooke Barrett, +1-214-665-1304, or Media
Line, +1-713-241-4544, or Anne Peebles, +1-281-874-8290, or
+1-713-241-1584, all of Shell Oil Products US Web site:
http://www.shellus.com/ http://www.localshell.com/
http://www.shell.com/
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