BWI: Shell Lubricants Revamps Shell Advance Portfolio for two-wheelers with RCE Technology

Press release from Business Wire India
Source: Shell Lubricants
Monday, June 06, 2011 04:06 PM IST (10:36 AM GMT)
Editors: General: Consumer interest; Business: Advertising, PR & marketing, Automotives, Business services, Energy companies, Media & entertainment, Transport engineering; Automotive
--------------------------------------------------
Shell Lubricants Revamps Shell Advance Portfolio for two-wheelers with RCE Technology
New Shell Advance Portfolio Includes Clear and Dynamic Packaging for Bike Owners

New Delhi, Delhi, India, Monday, June 06, 2011 -- (Business Wire India) -- Shell Lubricants, the global market share leader in finished lubricants has revamped its Shell Advance range of lubricants for the two-wheeler segment in India. Bike enthusiasts in India will be able to choose their motorcycle oil with greater ease, following a global re-design of motorcycle oils by the world's leading lubricant company , Shell Lubricants.

The new Shell Advance portfolio is now available in four clearly tiered and easily differentiated products designed for specific types of bikes and varying performance requirements. The re-design creates a line that is more relevant, impactful and easy to navigate for those seeking the best oil for their bike.

Donald Anderson, Country Head - Lubricants, Shell India, said: "At Shell Lubricants we always strive hard to bring further value to its customers by providing the technological advanced products. In India, consumers' preferences have changed in favour of lubricants which are technologically more advanced and provide maximum protection to their bikes engines. Shell Advance portfolio with RCE technology protects the engine and is developed from core consumer insight which helps bike perform to their peak potential. The new designing will help customers choose the right lubricant according to the needs of their bikes."

"The new Shell Advance portfolio will help make the purchasing process easier for consumers by giving them the key information they require, in a more visual yet simplified way, " said Tanmay Jaswal, Brand Manager, Shell Advance. "The dynamic new package design also reflects Shell's position as an industry leader and its focus on new and innovative technology."

India is the second largest two-wheeler market in the world and company has introduced superior range of lubricants as a strategic move to tap into the potential sector. Based on consumer insights gained from Shell's research program, the new Shell Advance range offers a simpler portfolio with reduced tiers, unique bike application descriptions for each product, simplified tier names and attractive bottle colours.

The new Shell Advance range includes:

. Grey - Shell Advance Ultra 15W-50 fully synthetic motorcycle oil for all bikes

. Blue - Shell Advance AX7 10W-40 semi synthetic oil designed high performance bikes

. Yellow - Shell Advance AX5 10W-30 premium oil for standard bikes and Small Engine Motorbikes

. Yellow - Shell Advance AX5 20W-50 premium oil for standard bikes and Small Engine Motorbikes

. Red - Shell Advance AX3 20W-40 motorcycle oil for Small Engine Motorbikes

Each Shell Advance product also features newly-developed RCE Technology, designed to deliver Reliable oil performance by helping remove deposits and maintain viscosity for better protection, enhance Control with smoother gear changes and slippage prevention, and give a more Enjoyable ride by reducing vibration and engine noise.

Available now, Shell Advance can be purchased from Shell's all India network of retailers across the country.

NOTES TO EDITORS

About Shell Lubricants

The term 'Shell Lubricants' collectively refers to Shell Group companies engaged in the lubricants business. They manufacture and blend products for use in a range of applications from consumer motoring to mining and power generation to commercial transport. Shell's portfolio of lubricant brands includes Pennzoil®, Quaker State®, Shell Rotella T, Shell Helix, Shell Rimula, Shell Tellus, Monarch, a portfolio of car care products and Jiffy Lube®. Shell has leading lubricants research centres around the world: in Germany, Japan, UK, and the US, plus a new presence in India.

For the fourth consecutive year, Shell is the number one global lubricants supplier - selling more lubricants in 2009 than any other company in the world, with a 13% share of the market in volume terms (source: Kline & Company report: 'Competitive Intelligence for the Global Lubricants Industry, 2009 - 2019').

About Shell Lubricants India

Shell Lubricants India is a 100% subsidiary of Shell. Shell Lubricants' India operations demonstrate Shell's long-term commitment to India and its support for the country's increasing energy needs. Going forward, the company expects to see much greater availability of Shell lubricants and faster growth in the market as it wins new customers. Shell Lubricants' customers in India include Wartsila, Maruti Suzuki, Hyundai, Ford and Thermax.


CONTACT DETAILS
Nidhi Malik, Shell Lubricants, nidhi.malik@shell.com
Madhavi Kochar, 20:20 MEDIA, +91 9810788188, madhavi.kochar@2020msl.com
Pallavi Sharma, 20:20 MEDIA, +91 9999667943, pallavi.sharma@2020msl.com

KEYWORDS
CONSUMER, MARKETING, AUTOMOTIVE, BUSINESS SERVICES, ENERGY, MEDIA, TRANSPORT, AUTOMOTIVE

If you wish to change your Business Wire India selection please click on this link http://www.businesswireindia.com/media/news.asp and use your personal username and password to login.

Submit your press release at http://www.businesswireindia.com