Shell Launches Massive Fuel Promotion To educate Motorists About Fuel Economy

Shell today announced that it would run its biggest fuel promotion in a decade as part of its ongoing efforts to teach Singapore motorists how to save fuel for life.

Shell will offer its new fuel Shell FuelSave 95 and 98 at a special price of only $1 per litre*.  The promotion will take place on Saturday, 24 October 2009 from 10am to 6pm at Shell stations island-wide (excluding Shell Pasir Panjang 328, Shell Sin Ming and Shell Upper Bukit Timah PIE), while supplies last.  Shell’s breakthrough fuel has been proven to help motorists save up to one litre of fuel with every full tank**. 

Shell is using this promotion as an incentive to galvanise motorists – to get them educated about fuel economy, and to show them how they can easily reduce their fuel expenditure by choosing the right fuel and practising Shell’s FuelSave Tips.

Henry Chu, General Manager, Retail Sales & Operations, Shell Eastern Petroleum (Pte) Ltd, said, “Shell’s global survey in January 2009 year told us that 90 per cent*** of drivers in Singapore said that they welcome more information on how to be more fuel efficient and are willing to change their driving behaviour to save more at the pump.  We want to show them that it is possible to achieve that by using Shell FuelSave and practising Shell’s FuelSave Tips.  This is part of our ongoing efforts to help motorists get the most out of every drop at no extra cost.”

Shell has been educating motorists about fuel economy over the years through its FuelSave Tips.  It will pass on these tips to motorists through a Shell FuelSave Savings Book that will be distributed at all participating stations during the promotion. Shell has printed 800,000 copies of the booklet in conjunction with the launch of Shell FuelSave earlier this month.  Other than the Shell FuelSave Tips that teach motorists how to get the most out of their vehicles and advice them on driving more efficiently, the booklet is also packed with various Shell and partner promotions, including a FuelSave log for motorists to track their mileage.

Henry Chu added that Shell has put in place various measures to ensure that the promotion runs smoothly.  These include engaging the Traffic Police, Land Transport Authority, SBS Transit, SMRT, as well as Certis CISCO Auxiliary Police to help manage traffic and public transport during the promotion period.  He urged consumers to enjoy the promotion in an orderly and safe manner.  On its part, Shell has also deployed additional pump attendants and cashiers at its stations to help speed up the process on-site, so that as many motorists as possible can benefit from the promotion.

Shell FuelSave Ambassador Eunice Olsen encourages Singapore motorists to take this opportunity to experience the difference from using the right fuel combined with fuel-saving tips.  Calling on them to pass on their learnings, she said, “If we can get 100,000 people telling 10 friends or family members how to be more fuel efficient, then we’ll have a million people on the roads saving fuel.  Can you imagine how much fuel we can save then?”

In May this year, Eunice Olsen was involved in a global initiative by Shell to train more than 100,000 drivers worldwide through a digital tutorial on how to save more fuel. 

As part of its educational efforts, Shell is also offering free fuel economy checks at all Shell stations every Saturday and Sunday between 9am and 5pm from now until 15 November 2009****.

About New Shell FuelSave
The new breakthrough fuel Shell FuelSave is now available at all Shell stations island-wide in 95- and 98-octane grades.  It has replaced Shell’s previous Formula 95 and 98 at no additional cost.  The innovation behind Shell FuelSave is a specially-formulated Efficiency Improver that gets to work as soon as you fill up.  It reduces energy loss by lubricating where engine oils are less effective.

About Shell & Fuel Economy
Shell is the world’s largest fuels retailer with about 45,000 retail stations in over 90 countries.  Shell has over 100 years of experience developing the technology and services that make it a leading provider of innovative new fuels today.  In the 1920s, Shell introduced Shell Dynamin, a fuel that offered some of the most advanced engine efficiency of its time.  In the 1950s, Shell fuel included a proven mileage ingredient.

In 2006, Shell launched Shell Unleaded 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.  In 2007, Shell added to its fuel economy product offerings with the launch of new and improved Shell Diesel with Fuel Economy formula.  2007 also saw the release of the Shell Global Fuel Economy Report, which revealed the thoughts of 3,300 people across 11 countries, showing people’s awareness of fuel economy.  This research lead to the development of the Shell FuelSave Challenge, through which Shell trained over 2,000 drivers around the world in fuel efficiency, with two in three of them saving fuel and the best performers saving 24%.

Rounding out Shell’s rich heritage in fuel economy is the Shell Eco-marathon.  Back in 1939, Shell started the predecessor of today’s popular Shell Eco-marathon, an annual competition in Europe and America challenging students to build and drive vehicles that will go the furthest using the least amount of fuel.  This initiative links to the responsibility Shell has as an energy company, to work to reduce the impact of its business on the environment.  The 2008 Shell Eco-marathon attracted over 250 teams of young students from 20 countries. The winning team achieved a fuel consumption equivalent to 3,382 kms on a single litre of fuel.  This year, the Shell Eco-marathon celebrates its 25th anniversary in Germany in May 2009.  The inaugural Shell Eco-marathon Asia will take place at Sepang, Kuala Lumpur in Malaysia on 9-10 July 2010.
 

ENQUIRIES:

EDELMAN
Julia Wei/ Amanda Koh
Tel: 6347 2327 / 6347 2333
E-mail: julia.wei@edelman.com / amanda.koh@edelman.com

SHELL SINGAPORE
Oh Yam Chew
Tel: 6384 8943
E-mail: yam-chew.oh@shell.com

* This promotion is only applicable to Shell FuelSave 95/98 purchases made on Saturday, 24 October 2009 from 1000hrs to 1800hrs, while supplies are available, where the price of Shell FuelSave 95/98 will be $1.00 nett per litre, after a 5% station discount (“Promotion Price”).  No minimum purchase required.  T&Cs apply.

 ** Based on a minimum fill of 50 litres.  Comparison between standard fuel with and without fuel economy formula.  Actual savings may vary according to vehicle, driving conditions and driving style.

*** Percentage taken from Shell’s latest market research study titled ‘An investigation into what drivers in 6 countries are thinking, feeling and doing about fuel efficiency’ carried out by international research firm, StrategyOne, based on 301 interviews conducted among Singapore drivers in January 2009 (other participating countries are the Netherlands, Germany, Hong Kong, Malaysia and the Philippines).

**** Free fuel economy checks for Shell FuelSave customers will cover tyre pressure, car service due dates and excess weight.