Fill 'er up and save up

MANILA, Philippines - A study commissioned by Shell revealed a whopping 92 percent of Filipinos across demographic delineations think that saving on fuel costs is a vital way to save money. Transportation fuel’s top-of-mind location is understandable, especially given the recent spate of hikes (tempered by sometimes painfully nominal rollbacks) of pump prices. As we go to press, gas companies are reportedly gearing for a two-peso increase. Ouch.

As you chew on the survey result, served up by Pilipinas Shell Retail Marketing Manager Arlene Manalo, know that at the stroke of midnight on July 15, Shell Super Unleaded and Shell Diesoline Ultra will take a bow and exit stage right. Taking their place is a pair of what may well be game changers that ought to shake up some pumps.

To be sure, Shell FuelSave Unleaded and Shell FuelSave Diesel are names that demand your attention from the get-go. But these are not just clever monickers with placebo effects. Shell is backing up this tasty value proposition with cold hard facts. Studies consistently show savings of up to one liter per full tank (around 50 liters) when you use either of these new fuels. Of course, this comes with the caveat that “actual savings may vary according to vehicle, driving conditions, and driving style.”

The Shell FuelSave products are results of “extensive research and the passion of our dedicated scientists – an innovation that will provide a tangible solution to the driving needs of today’s cost conscious Filipino motorists,” said Manalo.

For a fuel company making a business out of saving fuel is a little off-putting, to say the least. But these are strange, difficult times. Besides, what good is market research when you disregard the results they unearth?

Shell Senior Scientist for Fuel Technology John Lambert shrugged off his usual lab gown in the UK and was on hand to present the benefits of the new fuel variants at a launch event on Monday attended by Pilipinas Shell officials, distributors, and the media.

He explained that the key additive of the new fuels is a hardworking molecule simply called the Shell Efficiency Improver. This lubricates crucial areas in the engine where normal oil can’t reach, such as the inlet valve. A freer valve lets the engine turn more effectively, translating to better use of fuel.

The second advantage of the new Shell fuels is an ability to keep the engine clean. Lambert explained that other fuels break down at high temperature and create spongy deposits in valves – leading to decreased performance. Like a clogged nose when you have a cold, the engine can’t “breathe” properly, leading to higher fuel consumption, power loss, slower acceleration, poor cold starts, increased emissions, poor driveability, impaired fuel economy – stuff of any motorist’s nightmare, that’s for sure.

Promises from behind a sterile lab are okay, but the real wars are fought on the road. Lambert shared that thorough field testing by both everyday and professional drivers to the tune of some 8,000 kilometers have yielded consistent results evidenced by fuel savings and clean valves.

When the gas and diesel variants of the FuelSave are compared, Lambert said, “both contain what we call an efficiency improver, but the technology in the gasoline and diesel is different and they work in different ways. In gasoline, it’s designed to lubricate the parts of the engine where the oil may not be effective. With diesel, what we’re trying to do is improve the efficiency of the combustion process itself by reducing the time it takes for the diesel fuel to ignite in the engine. What that means is the combustion process is more efficient, and delivers the energy transfer at a more optimum time.”

And when ranged against the premium V-Power fuels? In the case of the two diesels, “they’re completely different formulations,” said Lambert. “V-Power Diesel is designed to help diesel cars to perform at their very best in terms of performance. Shell FuelSave Diesel is specifically developed to help people get improved fuel economy. So they’re quite different products.” The same is true for the gas variants. The V-Power contains power cleaning technology; the FuelSave keeps the valves clean. The V-Power is a high-power fuel; the FuelSave is a high-economy one.

Designed to work from the “first tank fill,” Shell’s FuelSave products are expected to get the attention – and, probably, patronage – of motorists that are, excuse me, shellshocked from price hikes at the pump.