Shell Wants to Help the World's Motorists Save '10 per cent or more' Fuel While Driving

To investigate how much fuel drivers can save, this programme will have three elements: first, understand how drivers think and feel about fuel economy; second, equip drivers with information and skills to drive more efficiently; and third, help stimulate wide uptake of fuel-efficient driving practices by demonstrating the combined impact that using Shell fuel with fuel economy formula and FuelStretch saving tips can have.

The ‘understanding’ element began today in Singapore, with the publication of a new Shell-sponsored report (see footnote 1) revealing how motorists in 11 countries might be inspired to modify their driving habits to save fuel. Findings reveal a gulf in knowledge and action, with very few motorists being aware of the steps they can take to help save fuel. The global report highlights that:

• 4 in 10 motorists have never checked their mileage/km per gallon
• More than 6 in 10 motorists have never tried to improve their fuel economy
• If we knew it would help the environment, more than half of us would try new ways to save fuel
• However, saving money is a prime reason for motorists to save fuel compared to benefits to the environment

Specifically, the Singapore results show that:

• Nearly three-quarters of Singaporean drivers are not fuel economy-active
• 3 in 10 feel they have no control over the KPL (KM per litre) they can get from their car
• Only 13 per cent are prepared to "choose a particular fuel which improves economy"
• The main reason for drivers not actively doing anything to improve fuel economy is the lack of knowledge
• Cost savings would persuade Singaporeans to be more fuel economy-active

Ms. Elsie Sim, General Manager, Retail Sales and Operation, Shell Eastern Petroleum (Pte) Ltd, said: “If collectively the world’s motorists were to save 10 per cent of the fuel we use, this could roughly translate to 170 billion fewer litres used each year (see footnote 2); that’s about the same amount as all the bottled water the world drinks in just one year! (see footnote 3)”

“What we found encouraging was that many drivers seem to be hungry for advice, but don’t know where to find it. We want to help them realise the fuel economy they can achieve in their everyday routines, since our research shows that Singaporeans use their car on a daily-basis mainly for commuting to and from work. Our FuelStretch tips on shell.com.sg is one of the educational tools to do that.”

“If the survey findings are anything to go by, it is clear that the level of fuel economy-consciousness among drivers in Singapore is low compared to the 10 other countries. However, respondents have also indicated that once they learn about the different measures that can be taken to improve fuel economy and make a positive environmental impact, and realise just how little it takes to carry out many of these measures, they may become more ‘fuel economy-active’ drivers,” said Dr K. Raguraman, Principal Researcher at the National University of Singapore (NUS) Centre for Transportation Research and Associate Professor with the NUS Departments of Civil Engineering and Geography.

Shell has a long heritage of innovation in fuel economy. In the 1920s, demand for automobiles and gasoline increased significantly, so Shell introduced Shell Dynamin, a fuel that offered some of the most advanced engine efficiency of its time. In the 1950s, Shell fuels included a proven mileage ingredient, Shell ICA.

Back in 1939, Shell started the predecessor of today’s popular Shell Eco-marathon. When it was held from 11 to 13 May 2007, more than 250 teams of young students from 20 countries competed to build and drive a vehicle that would use the least amount of fuel with the least amount of emissions (see footnote 4). The winning team broke a new barrier, achieving fuel consumption equivalent to 3,039km on a single litre of fuel.

In 2006, Shell launched ‘Shell Formula Petrols with fuel economy formula’ and set a Guinness World Record for fuel economy by helping a couple from Australia, John and Helen Taylor, to circumnavigate the globe using only 24 tanks of Shell Unleaded with fuel economy formula, which is now available at 8,752 Shell stations.

Mr. Eric Holthusen, Shell’s Asia-Pacific Fuel Technology Manager, added: “Shell has over a century of experience developing fuels technology and serving customers. We have a core role to play in meeting today’s sustainable energy challenge - helping customers save on fuel and helping the world use energy more efficiently. This programme is only one element, but we are positive and hopeful that it will help show that there is plenty we can all do: improving fuel economy is simple and accessible to all.”

Footnotes:

1. Research fieldwork conducted by Research International Limited.  Interpretation and report written by StrategyOne Limited
2. In 2004 1,764,895,263,740.50 litres of Gasoil/Diesel and Motor Gasoline were used globally (International Energy Agency) http://www.iea.org/Textbase/stats/oildata.asp?COUNTRY_CODE=29 - opens in new window
3. In 2005 Zenith International reported global bottled water consumption to be 173 billion litres http://www.zenithinternational.com/market_industry_reports/report_detail.asp?id=134 - opens in new window
4. The National University of Singapore’s eco-car – supported by Shell Singapore – was the first such car from South-east Asia to compete in the renowned European Shell Eco-marathon.

Notes to Editors:

• The report is introduced with commentary from Dr K. Raguraman, Principal Researcher at the NUS Centre for Transportation Research and Associate Professor with the NUS Departments of Civil Engineering and Geography. The report compares data from Australia, Chile, Denmark, Germany, Hong Kong, Malaysia, the Netherlands, New Zealand, Philippines, Singapore and the United Kingdom. 
• The report was commissioned by Shell. Research fieldwork was conducted by Research International Limited. Interpretation and report were written by StrategyOne Limited.  The views and opinions expressed are not those of Shell. Details of the survey include:

               - Sample group of approximately 300 motorists per territory in 11 countries
               - Interviews by telephone or face-to-face
               - Total sample size of 3,326
               - 30 questions
               - Estimated margin for error on this sample size: 5.7 per cent, with 95 per cent accuracy
               - A balance of motorists that represent the market; both diesel and petrol

• Shell invited respected independent academics in each country to review the research results before the report was published
• To learn more about the World Record Challenge, go to www.fuelchallenge.com  
• To learn more about the Shell Eco-marathon, go to www.shell.com/eco-marathon

Media Enquiries:

Edelman: Julia Wei/Penelope Pereira  Tel: 6347 2327 / 6347 2333  E-mail: julia.wei@edelman.com / penelope.pereira@edelman.com 

Shell Singapore: Oh Yam Chew (Mr)  Tel: 6384 8943  E-mail: yam-chew.oh@shell.com