How and why Shell FuelSave works
Not all fuels are the same. Even if they were dug out from the same refinery, the different additive compounds favoured by different companies ensure that each brand of fuel in the market have their own unique properties that behave differently in various engines.
Depending on the engineering goals that were set in the beginning of the fuel development process, petrochemical companies tailor their fuels accordingly to meet those goals. At the end of the day, all fuel companies promise the same thing – that their fuel offers the best combination of performance, smoothness and fuel economy.
We recently had a chat with Mr Loke Ean Bee of Shell Global Solutions (M) Sdn Bhd. Mr Loke’s official job title is long, but suffice it to say that he plays a key role in the Shell’s fuel development process, not just for Malaysia, but for the world. One of Shell’s products which Mr Loke had a hand in is the Shell FuelSave formula, which is currently added to the brand’s offering of RON 95 petrol.
Ah, yes… the question of RON. Does the use of higher octane fuel promise improved performance for your vehicle? The answer is yes, but not all the time. If a specific engine’s optimum performance can be achieved with, say, RON 92 fuel, using RON 95 or 97 does not make a difference in the engine’s performance. However, we were also told that during the good old days where Malaysian pumps sold RON 97 cheaply, some users had their engines’ ignition timing tuned to run on RON 97.
In any case, the public perception is that using RON 97 gives engines more power, and in Shell’s case, that perception dictated their product line-up. The more expensive RON 97 petrol is mixed with sportier V-Power additives, whereas RON 95 petrol, aimed at users that are more cost sensitive, get the FuelSave additive package.
One question we had when chatting with Mr Loke was why Shell took the marketing approach of advertising how FuelSave 95 helps save, on average 1 litre of fuel per full tank pumped. Explaining the decision, Loke said, “When we first embarked on this effort whether to market the claim of 1 litre or to use km, we decided to go with the 1 litre claim as it was more applicable irrespective of the vehicle that was being driven and the road and route being used.”
The FuelSave formula, like all of Shell’s fuels, were painstakingly developed after years of research and testing various additive combinations before the right one is selected. Elaborating on the process, Loke said, “Product development for Shell’s fuels is a three-phase process that consists of Research, Development through to Implementation. The research and development cycle for Shell FuelSave took several years and involved a team of engineers and scientists in Shell’s fuel research and development and testing departments across the globe.”
According to Loke, “The Efficiency Improver in Shell FuelSave 95 reduces energy losses by lubricating where engine oils are less effective, such as the upper piston-ring. Our unique fuel economy formula is designed to improve fuel efficiency from the very first drop. This will not compromise power output from the car engine.”
The FuelSave formula is designed for use worldwide, almost regardless of fuel quality. Loke further adds that during the development process, a given fuel is tested to run with 20 engines of different kinds and configurations, and with each engines, test runs are repeated 400 times for elimination of errors. Despite our suspicions otherwise, Loke assured us that “Malaysia’s fuel is on par with our neighboring markets such as Singapore, Thailand and Indonesia.”
Inline with the philosophy behind the FuelSave formula, Shell is actively pushing a campaign to encourage frugal driving habits amongst motorists. On 15 October 2011, Shell will be celebrating the Global Shell FuelSave Day where the company will make a Guinness World Record attempt by organizing the world’s largest fuel efficiency training spanning 10 countries worldwide.
Members of the public are invited to join the FuelSave Day at One Utama Shopping Centre which will feature performances from several local artistes and a competition among college students to organize the best PR campaign to promote the event. To be a part of the world’s largest fuel efficiency training, members of the public are encouraged to register themselves at www.shell.com.my/fuelsave.
Pictures: Official Shell release.
