Shell Lubricants continues to drive leadership in product and operational excellence

Designed to meet the needs and challenges of today's motorists, Shell Lubricants' refreshed product line reflects the leading technology the company employs to develop lubricants that protect all types of motor vehicle engines. They result in maximum performance and protection for vehicles, helping motorists achieve greater efficiency and fuel economy.

"Shell's leadership in lubricants technology is based on the understanding that not all lubricants are the same, and this is reinforced with the launch of our refreshed range of products. Our heritage of more than 60 years of lubricant innovation, together with our partnerships with Ferrari in Formula One, Ducati in MotoGP, and large fleet companies, create an environment that enables us to continually develop and test next-generation, world-leading lubricant products. This in turn allows us to evolve to meet our customers' motoring challenges," said Mr Tim Ford, Vice President, Shell Lubricants, Asia-Pacific.

Shell lubricants now come in new, ergonomically-designed, user-friendly packs, making it easier for customers to handle and pour. The re-design and re-packaging, with a clearer naming system and relevant technical information, make it easier for consumers to find the most suitable Shell lubricant that best matches their vehicles' needs. Shell's innovative packaging has also resulted in a 10 per cent reduction in the use of plastic.

Shell's track record in lubricant innovation affords the company a deep understanding of the operation and lubrication needs of engines. Building on this proven heritage, Shell continues to employ leading edge technology to develop lubricant products that deliver protection to modern engines. These advances are made possible and founded on Shell's commitment to operational excellence. In Singapore, the Shell Woodlands North LOBP is the primary source of Shell Lubricants' supply network in Asia - it exports 90 per cent of its products to 52 markets, including Australia, China, Kuwait, Qatar, and even Vanuatu.

"During 2007, Shell Lubricants achieved particularly strong growth in the emerging markets of Asia- Pacific, which overtook North America as the largest lubricant consuming region in the world**. Our success can be attributed to having the best lubricants technology and product portfolio, combined with an in-depth understanding of customer needs. The growth in our Shell Woodlands North operations in the current economic climate is testament to our proven track record and leadership in fuels innovation, as well as delivering on that promise to our customers," said Mr Ford.

[B][U]Shell's Refreshed Lubricants Range[/B][/U]

[B]Shell Helix[/B]
Shell Helix motor oils contain active cleansing agents that prevent carbon particles from sticking together and forming harmful dirt and sludge. Car engines are kept clean, giving your car maximum performance and protection. Shell Helix Plus and Shell Helix Super will now be known as Shell Helix HX7 and Shell Helix HX5, respectively.

Shell Helix HX5 has been upgraded from 20W-50 to 15W-40 - lower viscosities improve the efficiency of engines, leading to improved fuel economy.

[B]Shell Rimula[/B]
The new Shell Rimula heavy-duty lubricants range provides "Energised Protection" delivered through "Adaptive Technology". The lubricant adapts to physical and chemical changes in the engine to deliver protection from three critical elements - acids, deposits and wear. This results in longer engine life and lower maintenance costs.

There are six performance tiers within the Shell Rimula range, starting with the reliable performance of Shell Rimula R1 through to higher-tier synthetic products with Shell Rimula R6. Each tier delivers an increased level of protection from acids, deposits and wear.

[B]Shell Advance[/B]
Besides a new look, Shell Advance motorcycle oils also contain special detergents and Dynamic Performance Additives (DPA) technology that removes stubborn carbon particles and results in better engine response, keeping the vehicle at optimum performance until the next oil change. Motorcycle riders will be able to feel the added power and responsiveness with regular use of Shell Advance.

Shell is also introducing Shell Advance Ultra to Singaporean bikers. This is a fully synthetic motorcycle oil developed with Ducati and endorsed by current MotoGP World Champion, Ducati Corse.

[I]* - Kline & Company, a worldwide consulting and research firm, "Competitive Intelligence for the Global Lubricants Industry, 2007 - 2017".[/I]

[I]** - Kline & Company, a worldwide consulting and research firm, "Competitive Intelligence for the Global Lubricants Industry, 2007 - 2017".[/I]

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Credits: JRC