Media Release

Shell Australia today launches its latest generation of high density, high performance unleaded fuel - Shell V-Power. New Shell V-Power builds on the highly successful Shell Optimax that has been one of Australia’s favourite premium fuels since its launch in 1999.

The same Shell international scientists who develop the Ferrari Formula 1 racing fuels have now created a unique fuel blend designed to get greater power and responsiveness from your vehicle.

Instrumental to Shell V-Power’s development has been the working relationship forged between Shell and Ferrari over the last 50 years across the Grand Prix circuits of the world.  The Ferrari Formula 1 car provides Shell scientists with a unique cutting-edge mobile laboratory, which enables fuels to be developed and tested under the most severe conditions, benefiting from instant feedback and analysis. These findings are then used in Shell’s road fuel development programs.

The result: a fuel for customers who understand that not all fuels are the same.

• Shell V-Power contains Shell's unique Friction Modification Technology (FMT) as used by the Formula 1 Ferrari team in their 2006 racing fuels.  This is designed to help the engine turn more freely and improve performance.
• more power in many modern cars compared to regular unleaded fuels.

Chairman of Shell in Australia, Russell Caplan said, “This is an exciting day for our customers, who can now fill-up with a performance fuel derived directly from our Formula 1 technical partnership with Ferrari.

“Shell V-Power builds on the proven motor sport heritage of Ferrari and uses our technical partnership to innovate for the benefit of the Australian motorist.

“Shell V-Power with FMT caters for those customers who are looking for a fuel designed to help extract additional responsiveness and acceleration from their vehicles.”

Shell V-Power is exclusively available at Coles Express service stations where Shell Optimax was previously available.

Shell V-Power is the new and improved high density, high performance 98 octane fuel available from Shell in Australia. Building on the highly successful Shell Optimax formulation, the fuel has been designed to provide even higher levels of performance for the modern vehicle and deliver greater driving satisfaction.

Shell V-Power captures the technology of Ferrari Formula 1 fuel in a road fuel, born out of the team’s experience of track-winning performances that have become legendary in the world of motor racing.

 What is special about Shell V-Power?

Shell V-Power is a unique formulation that contains components selected for their ability to help deliver more power and responsiveness.

1. FMT is designed to actively reduce friction by introducing a surface-coating component to help protect critical engine parts.  This helps to unlock valuable energy and is designed to give improved performance right from the first tank full.
2. more power to the modern car.  Performance benefits can be obtained with higher-octane fuels in many vehicles fitted with knock sensors, by avoiding the need for the engine management system to de-tune the engine when knock occurs.
3. to help prevent power-robbing deposits forming on valves and injection systems. In addition, it is designed toclean-up existing depositsto help improve engine responsiveness.  Shell V-Power can help keep a new car performing like new for longer and can also help rejuvenate older cars.

For more information please visit www.shell.com.au/VPower.

Shell V-Power Racing

In addition, Shell has also launched Shell V-Power Racing which is the new and improved super premium 100 octane fuel formulated with 5% ethanol. Building on the highly successful Shell Optimax Extreme formulation, it is designed to provide even higher levels of acceleration and responsiveness for many modern and high performance vehicles. In addition, ethanol is a cleaner burning, renewable fuel component, which helps to reduce greenhouse gas emissions.

Shell V-Power Racing is available exclusively through selected Coles Express service stations in Brisbane, Gold Coast, Sydney, Canberra, Melbourne and Geelong.  For a full list of locations where Shell V-Power Racing is available please visit: www.shell.com.au/VPowerRacing

 Shell & Ferrari - A winning technical partnership

Shell has worked with Ferrari for over 50 years, building one of the most successful technical partnerships in the business, resulting in 11 Drivers’ and 8 Constructors’ FIA Formula 1 World Championship titles. The relationship has also led to the development of the new Shell V-Power fuel formulation.

Today, the relationship is stronger than ever as recently demonstrated in Ferrari’s 2006 win in the San Marino Grand Prix, with Michael Schumacher acknowledging the contribution of Shell: “We must thank our partners, first of all Shell who supplied us with a new fuel…”

The development of Shell’s fuels has directly benefited from the day-to-day technical partnership Shell scientists share with the engineers and technicians of the Ferrari team. This relationship gives Shell scientists a unique understanding of engine performance in the highly stressed environment of motor racing.

Lessons learnt in Formula 1 continue to build a deeper understanding that enables Shell to transfer the latest fuel technology to consumer fuel.