Shell Lubricants has unveiled its revamped Shell Rotella Energized Protection product portfolio, which is part of an initiative in brand positioning and marketing strategy for the company. 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, according to the company. All Shell Rimula, Pennzoil Long Life and Quaker State HDX products have been renamed and will be folded 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.
“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 Rotella T6 Full Synthetic SAE 5W-40 oil, which offers protection for the latest low emissions technology for after-treatment systems and helps promote energy savings and maintenance savings. The new Rotella T5 Synthetic Blend Technology oil is formulated to provide fuel economy performance and improved low-temperature flow compared with conventional Rotella T Triple Protection 15W-40 engine oil.
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 Rotella T3 SAE 15W-40 (CJ-4). Rotella T3 features low-ash additive technology, outstanding shear stability and an all-group-II basestock formulation. Rotella T1 is a straight grade engine oil in SAE 10W, 30, 40 and 50.
All Rotella heavy-duty oils provide protection in three critical areas by helping to control acids, deposits and wear. The adaptive technology in Rotella allows the oil to protect across all driving conditions, physically or chemically reacting to the ever-changing needs of an engine, the company said.
“The Shell Rotella Energized Protection product portfolio is designed to help Shell Lubricants lead the industry in customer value, market share, owner-driver loyalty and programs that assist customer growth and success,” said Davis.
