Shell ‘Ladder of Protection’ features multi-grade CJ-4 engine oils
The Shell Rotella Road Show has been updated inside and out to educate consumers about the Shell Rotella Energized Protection product portfolio. Above is an interactive display inside the road show truck.
The Trucker News Services
9/25/2009
LEXINGTON, N.C. – Shell Lubricants unveiled its revamped Shell Rotella Energized Protection product portfolio here this week to trucking, farm and oil trade journalists. The Shell Rotella Energized Protection portfolio features a new synthetic blend engine oil, a new formula for its full synthetic engine oil and a new performance claim for Shell Rotella T Triple Protection.
All Shell Lubricants heavy-duty engine oils have been consolidated under the Shell Rotella Energized Protection portfolio in an easy-to-understand ladder of protection. All Shell Rimula, Pennzoil Long Life and Quaker State HDX products have been renamed and will be enfolded into the portfolio of Shell Rotella Energized Protection oils in the first quarter of 2010.
The portfolio meets the requirements of on- and off-highway equipment, including the latest vehicles fitted with diesel particulate filters (DPF) and catalysts. All Shell Rotella multi-grade engine oils meet API CJ-4 standards Shell Lubricants CI-4 PLUS engine oils will be phased out by the end of 2009, Shell Lubricant spokesmen said.
“The strengthening of Shell Rotella synthetic product offerings, along with moving to strictly API CJ-4 products further reinforces the technological leadership position of Shell Lubricants and will enable Shell Rotella to continue to build on its position as the No. 1 heavy-duty engine oil in terms of market share, brand preference and brand awareness in the United States,” said Lisa Davis, vice president, lubricants Americas. “The portfolio is built around Shell Rotella T Triple Protection, which is backed by over 40 million miles of punishing on- and off-highway testing.”
Shell Rotella Energized Protection is led by the new formulation of Shell Rotella T6 Full Synthetic SAE 5W-40 oil, which offers protection for the latest low emissions technology for aftertreatment systems and helps promote energy savings and maintenance savings. The new Shell Rotella T5 Synthetic Blend Technology oil is formulated to provide fuel economy performance and improved low-temperature flow. Compared with conventional Shell Rotella T Triple Protection 15W-40 engine oil, Shell Rotella T Triple Protection has shown up to a 22 percent reduction in engine wear. (Reduction in iron wear is based on comparative field testing against Shell Rotella T3 SAE 15W-40 (CJ-4).
Shell Rotella T3 is specifically designed for fleets. Its formulation features low-ash additive technology, outstanding shear stability and an all-group-II basestock formulation. Shell Rotella T1 is a quality straight grade engine oil in SAE 10W, 30, 40 and 50.
Spokesmen here said Shell Rotella heavy-duty oils provide protection in three critical areas by helping to control acids, deposits and wear.
Shell Rotella Energized Protection will be supported by a completely new advertising campaign that will focus on print, online and radio outlets, as well as truck stops. Additional support will come from education symposiums, national sponsorships, promotions, public relations, experiential-marketing, merchandising and tradeshows.
The Shell Lubricants 2010 Emissions Symposium will tour 10 cities in September and October 2009. Shell representatives will present and discuss the various new emission control technologies, equipment changes, lubricants and coolants.
The Shell Rotella Road Show has been updated inside and out in order to focus on educating consumers about the Shell Rotella Energized Protection product portfolio and Shell’s technological leadership in heavy-duty engine oils. The experiential-marketing truck is a big, black, chromed-out Navistar LoneStar and will travel to consumer and corporate events around the country.
For more information about Shell Rotella Energized Protection products click here.
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