1925: Shell introduces choice of two gasoline grades to its customers Oil companies didn’t always provide the choice of more than one grade of gasoline. But in 1925 Shell introduced a premium fuel, with the rather straightforward brand name "Premium", to the marketplace. Regular grade Shell gasoline was called "Crown". At that time the pump price (Toronto) was 25.5 cents a gallon (about 5.7 cents a litre) including federal taxes of just over five cents a gallon. Premium was introduced at 27.5 cents a gallon. 1932: First oil products company in Canada to recognize seasonal importance in its gasolines Today everyone knows that the changing Canadian climate requires different gasoline blends and specifications at different times of the year. But Shell was the first oil products company in Canada to recognize that requirement and to do something about it. Customers were assured that they were getting a fuel blended correctly for each season, and could clearly see by different-coloured cards on top of gasoline pumps which season’s fuel was available. 1938 (approximately): Shell introduces its first credit cards Shell’s first credit cards were produced on a flimsy card stock, with no expiry date (expiry dates weren’t introduced until 1981). But they were real credit cards, formally introducing the holder to the merchant, and authorizing the station to extend credit for purchases. 1955: First oil products company in Canada to add an ignition control ingredient to gasolines One of the early problems associated with development of high-performance engines was the tendency for carbon and lead compounds deposited in cylinders during combustion to retain sufficient heat to pre-ignite the next incoming charge of fuel (known as "knocking"). In 1955 Shell began adding a phosphorus compound called TCP to its gasolines to control pre-ignition. The additive became an important performance aspect of the new high-octane fuel Shell introduced two years later with the slogan "Shell Premium, with TCP". 1968: First major oil products company to open self service gasoline stations In 1968, Shell again beat the competition when it became the first major to introduce self-serve gas stations, opening its first at the corner of 12th and Main in Vancouver. The concept was considered to be a bit of a gamble at the time, but the new choice Shell was providing for its customers turned out to be a huge success. 1970: First Canadian oil company to sell unleaded gasoline With introduction of Shell Ultra in 1970, the gasoline clock turned full circle. The first gasolines sold at the beginning of the 20th century did not contain lead. But in 1931 the industry began adding lead to its fuels to satisfy the requirements of the day’s new high-compression engines. But by 1970 new technology and gasoline additives made it possible to remove the lead and begin using other substances to deliver the high-octane performance some vehicles required, and Shell was the first oil company in Canada to take up that environmentally friendly opportunity. 1972: Shell breaks new ancillary business ground in Canada with the opening of Canada’s first convenience food store attached to a service station Located in Moncton, the former three-bay service station was transformed into a carpeted, three-aisle supermarket complete with shopping buggies and a stock of 2,500 items. Of course, its main product was still fuel. 1986: First Canadian oil company to put a spark enhancer in its gasoline One of the barriers to high engine performance and increased fuel economy is the speed, smoothness and consistency of combustion. To meet this challenge, Shell introduced the world’s first gasoline ignition spark enhancer ingredient in 1986, and coupled it with one of the best detergents available. Called Formula Shell gasoline, the result was the world’s most advanced gasoline. 1987: First Canadian oil company to fly a hot air balloon gasoline pump In 1987 Shell Canada introduced an eight-storey-tall, 70,000 cubic foot hot air balloon shaped like a Formula Shell gasoline pump and sporting a cheerful happy face on its front. The balloon appeared in virtually every large city in Canada. 1990: First Canadian oil company to remove lead from all of its gasolines Due to environmental concerns, the Canadian government passed legislation requiring removal of lead additives (then used as octane boosters) from virtually all gasoline products. The move was to be completed by Dec. 1, 1990, but Shell Canada was able to offer a completely lead-free gasoline product line a full 18 months before the deadline. That switch was made possible by the leading-edge technology of Formula Shell’s spark enhancer. 1999: First Canadian oil company to provide keytag authorization of gasoline pumps In 1999, Shell Canada introduced easyPAY, using a radio chip embedded in a key tag to enable customers to simply drive up to the pumps, present their keychain tag to the pump face for automatic authorization, fill up — and drive away. 2006: First national fuel company in Canada to achieve the TOP TIER Detergent Gasoline designation
Four of the world’s top automakers – BMW, GM, Honda and Toyota – have established strict standards for gasoline quality. Achieving TOP TIER status means detergency levels in each grade of Shell’s gasoline (Bronze, Silver and premium V-Power) are set higher than what is required by the Canadian General Standards Board.
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