“At Shell Canada, our Passionate Experts are dedicated to helping motorists get the most out of every drop of gasoline,” said Jens Mueller-Belau, fuels portfolio and category manager North America, Shell Canada Retail. “With Nitrogen Enriched Gasolines, our scientists have increased the effectiveness of our cleaning additive, offering consumers our most advanced technology ever.”
In addition to developing this new gasoline with the consumer in mind, Shell Canada worked with car manufacturers on research and development projects to gain understanding of challenges related to engine technology changes. These insights, along with fuels technology leadership and a strong research and development program, help Shell Canada continually improve and differentiate its products.
Nitrogen enriched gasolines were tested in laboratories, independent testing facilities and on the road, accumulating more than 800,000 kilometers in various vehicles and engines—including conventional, turbo-charged, and direct fuel-injection gasoline engines, hybrids, newer vehicles with low mileage, and older vehicles with high mileage. Shell Canada scientists also used innovative testing technologies such as dual-fuel engines to conduct head-to-head comparisons with other lower-quality gasolines. In these tests, split engines simultaneously ran on different types of gasoline in order to collect data under the exact same conditions. The results of these head-to-head comparisons showed the Shell Canada nitrogen enriched gasolines are more effective than lower-quality gasolines in protecting against the build-up of harmful engine gunk.
“In today’s tough economy, Canadian drivers are concerned about protecting their vehicle because it’s one of their largest investments,” said Mueller-Belau. “We want to help protect that investment. That’s why we’re educating consumers that there is a difference in the gasoline they choose. Using lower-quality gasolines can result in gunky build-up on critical engine parts, negatively impacting engine performance. Shell gasolines help drivers say ‘No’ to gunk.”
The nitrogen enriched formula helps prevent gunk build-up more effectively than gasolines containing only the minimum amount of cleaning agents as required by national Canadian fuel standards. The new cleaning system is certified to meet the TOP TIER Detergent Gasoline Standard – a voluntary standard designated by some of the world’s top automakers (Audi, BMW, GM, Honda, Toyota, and Volkswagen) to raise the bar on fuel quality beyond minimum requirements. Industry research confirms that clean engines help vehicles perform at their best.
In addition, Shell V-Power premium gasoline provides maximum protection with the highest concentration of the nitrogen enriched cleaning system and more than five times the minimum amount of cleaning agents required by national fuel standards in Canada. It is designed to seek and destroy engine gunk even faster than regular Shell gasoline, providing maximum protection to help vehicles maintain peak performance.
Shell is supporting the launch of nitrogen enriched gasolines with a national marketing campaign, including national television, print, transit and online advertising, as well as point-of-purchase signage at Shell-branded stations nationwide. The new campaign builds on the current Passionate Experts platform, focusing on the company’s commitment to fuel quality and passion for developing innovative new products.
As well, Shell will make its best-ever AIR MILES offer during the launch period. From May 4, 2009 to July 12, 2009, Shell customers will receive 10 times bonus AIR MILES reward miles on Shell V-Power Gasoline and Shell V-Power Diesel, and five times bonus reward miles on Shell Bronze and Silver grades and Shell Diesel.
“At Shell, we believe it’s important to educate consumers that all gasolines are not the same—high-quality gasoline can make a difference in vehicles,” said Diana Hamadeh, Shell Canada communication manager. “We’re dedicated to continuous product improvement and innovation, and to helping consumers get the most out of every drop of gasoline.”
