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Shell V-Power Is America's Best-Selling Premium Gasoline; Shell
V-Power Zooms Ahead of the Competition
HOUSTON, Feb. 28 /PRNewswire/ -- Shell Oil Products US (Shell), the marketer
of the no. 1 selling gasoline brand in America, is proud to recognize Shell
V-Power(R) as America's best-selling premium-grade gasoline. Since its launch
in June 2004, Shell has experienced a sustained percentage increase in Shell
V-Power premium grade sales, marking a reversal in a fifteen-year industry
trend in declining premium-grade gasoline sales.
According to NPD Group data, Shell V-Power's share of the premium gasoline
market was 14.3 percent from July 2004 to December 2004. This share gives
Shell V-Power the highest share among premium-grade gasolines in the United
States, which unseats the former, long-standing leader in the premium-grade
gasoline category.
In addition to becoming the best-selling premium gasoline in America, Shell
V-Power has been recognized as the Best Petroleum product of 2004 by the 1st
Annual Convenience Industry News (CIN) Awards. Furthermore, Shell recently
announced its Regular, Plus and Shell V-Power grades of gasoline meet the
voluntary "TOP TIER Detergent Gasoline" standard put into place by BMW, GM,
Honda and Toyota.
"The popularity of Shell V-Power reiterates our belief that all gasolines are
not the same," said Brooks Herring, general manager, Shell retail brand and
customer value proposition. "We created Shell V-Power with the motorist in
mind. During many focus groups and consumer surveys, drivers told us they
wanted a premium gasoline that would not only clean up their engine, but also
keep it clean, and Shell V-Power is formulated to do just that -- to actively
clean your engine as you drive."
The company launched Shell V-Power on June 28, 2004 with a $30 million
integrated marketing program that included national television, print and
Internet advertising with radio commercials in key Shell markets as well as a
public relations program. Other communications initiatives, such as direct-
mail promotions and point-of-purchase displays at all Shell stations, were also
utilized. The campaign to support Shell V-Power was one of the company's most
significant marketing investments since it began selling fuel and oil in the
United States nearly 100 years ago.
"Stand-out fuel quality, strong consumer benefits and a successful integrated
marketing campaign were key drivers in differentiating Shell V- Power from
other premium fuels," said Herring. "But it's our customers we thank for
making Shell V-Power the no. 1 selling premium gasoline in America. Millions of
drivers choose Shell V-Power over other premium gasolines available to
consumers today, and we thank them for helping us achieve this milestone."
In preparation for the campaign, Shell re-imaged 65,000 gasoline dispensers and
decorated gasoline stations with 105,000 pieces of red and yellow bunting.
And, during the course of the campaign, Shell completed a national experiential
marketing tour that educated nearly 4 million customers in 17 cities on the
benefits of Shell V-power; hosted 80 kick-off events to build momentum for the
product with its network partners and customers; and distributed nearly 36
million coupons and 15 million brochures to motorists.
Shell V-Power is the most advanced fuel Shell has ever developed. With more
than five times the minimum amount of cleaning agents required by government
standards, Shell V-Power is specifically formulated to remove deposits that may
have already built up on critical engine parts, specifically intake valves and
fuel injectors.
Additionally, while all Shell gasolines meet the TOP TIER Detergent Standard
designed to protect engines from the future build-up of carbon deposits, Shell
V-Power goes even further. It contains more than twice the amount of cleaning
agents required to meet the TOP TIER Detergent Standard, and Shell V-Power is
specifically formulated to actively clean your engine as you drive which gives
it the power to clean-up deposits that low detergency gasoline can leave behind
on critical engine parts.
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
6,600 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 more than
9,400 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/
DATASOURCE: Shell Oil Products US
CONTACT: Julie Law of GCI Los Angeles, +1-323-761-7405, for Shell Oil
Products US; or Anne Peebles of Shell Oil Products US, +1-713-241-1584, or
Shell Media Line, +1-713-241-1578
Web site: http://www.shellus.com/
http://www.shell.com/