Shell Launches New Shell V-Power(R), Its Most Advanced Fuel Ever
June 29 2004 - 12:20PM
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, June 29 /PRNewswire/ -- As they
prepare to head down the road to a beach, a barbecue or a backyard
celebration, motorists traveling during the upcoming Fourth of July
weekend 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. The new
gasoline goes on sale this week at Shell stations across the
country. (Logo: http://www.newscom.com/cgi-bin/prnh/19990716/SHELL
) 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 more than 34 million Americans expected
to travel by car during the upcoming July Fourth holiday weekend,
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:RDNYSE:SC). For more information, please visit
http://www.shell.com/ .
http://www.newscom.com/cgi-bin/prnh/19990716/SHELL DATASOURCE:
Shell Oil Products US CONTACT: Brooke Barrett of Fleishman-Hillard,
+1-214-665-1304, for Shell Oil Products US; or Media Line,
+1-713-241-4544, or Anne Peebles, +1-281-874-8290 or
+1-713-241-1584, both of Shell Oil Products US Web site:
http://www.shell.com/ http://www.shellus.com/
http://www.localshell.com/
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