Shell Advance Launch IBW

IBW 2015 : Shell Advance Ultra Launch

India Bike Week 2015 Full Coverage (188)

Shell Lubricants India launched the Shell Advance Ultra which is made using a breakthrough revolutionary technology. It boasts of jargons like GTL and PurePlus and the lube promises exceptional performance under harsh conditions owing to this technology. We also spoke with Mr.Akhil Jha (VP-Technical), Ms.Mansi Tripathy (Chief Marketing Officer – Shell Lubricants India) and Mr.Karlo Dugaff (Global Brand Manager – Shell Advance) about Shell India`s plans. By launching this lube at IBW 2015, Shell India seems to have played a masterstroke by reaching out to the thousands of passionate bikers in one go. Launched with the SAE 10W-40 grade, the Shell Advance Ultra is the only oil to exceed JASO MA2 standards, and happens to be the most advanced motorcycle engine oil!

Marketing Plans

  • India is the Third market in the world where Shell has launched PurePlus technology after China & Malaysia.
  • For Shell Advance, digital will be the key platform to grow the experience.
  • Retail priced at INR827/- for a litre.

India Bike Week 2015 Full Coverage (209)

OEM Tieups, any potential partnerships possible?

  • With regards to recruiting more OEMs, Shell is not so focused on the OEMs but the consumer and growing opportunity in the market.
  • Will this work for a Royal Enfield (OEM Recommended grade 15W-50)? Answer is Yes! Due to GTL technology, the Advance Ultra also means extended ODIs (Oil Drain Intervals) owing to the use of high quality base oil.

Other Programs and initiatives by Shell India:

  • Shell has launched a program called Mechanic Samriddhi wherein they have tie-ups with 55k mechanics all over India. There will be workshops and trainings for these mechanics with the aim to empower their lives and careers.

Shell India Bike week (1)

In layman terms, Advance Ultra engine oil comprises of synthetic base oil derived from natural gas and a blend of performance enhancing additives. Conventional engine oils are manufactured using base oils which are derived from crude oil. What sounds superficially simple isn`t really as simple. Shell has invested a whopping 4 decades of innovation to develop this patented technology.

“Shell Lubricants is first-to-market with products developed through the revolutionary Gas-to-Liquid (GTL) technology. Shell Advance Ultra with PurePlus Technology possesses unsurpassable viscosity stability, that helps protect bike’s engine even in the toughest conditions. A more efficient engine means better power transmission. Developed over 40 years of research at the Pearl GTL plant in Qatar, this technology enables us to produce a crystal-clear base oil from natural gas that is virtually free of the impurities that are a norm with mineral oil-based lubricants,” Said Akhil Jha, Vice President, Technical (Lubricants), Shell India Markets Pvt. Ltd.

India Bike Week 2015 Full Coverage (192)

Speaking at the launch, Nitin Prasad, Managing Director, Shell Lubricants India said: “We are proud to launch Shell Advance Ultra with PurePlus Technology – a revolutionary motorcycle oil which is a great testimony of Shell’s ‘from-track-to-road’ philosophy. We invest more than any other oil company in research and development. Thus, we are able to leverage our technological leadership and innovation in the lab and on the track and transfer them into a product for everyday use on the road. With an ever increasing number of motorcycles on Indian roads, we believe Shell Advance Ultra with PurePlus Technology will improve the riding experiences of the bikers, given the varied climatic and geographical conditions in the country.”

“Furthering Shell’s formidable track record as a trusted fuels and lubricants partner, we are delighted to launch our most advanced motorcycle oil today at the India Bike Week. We at Shell Lubricants believe that ingenuity, technology breakthroughs and innovation hold the key to unlocking the energy consumers’ need to power their lives in the years ahead. With the launch of Shell Advance Ultra, we aim to provide bikers across country a clean bike engine with better protection and an optimised, more efficient power transmission that can further contribute to their perfect riding experience,” said Mansi Tripathy, Chief Marketing Officer, Shell Lubricants India.

The below infographic summarizes the production process.

GTL Base Oils Infographic V4

Shell Advance Ultra is manufactured using first-of-its kind base oil made from natural gas, the cleanest burning fossil fuel. It is called Shell PurePlus(TM) Technology, a patented process of converting natural gas into a clear base oil, which is the main component of motor oils.

The Pure Plus technology is an absolute step change in the motorcycle oil industry. Shell PurePlus Technology is the result of 40 years of innovation starting with the Shell natural-gas-to-liquids (GTL) process that dates back to the 1970s.

India Bike Week 2015 Full Coverage (187)

Shell PurePlus Technology base oil is manufactured at the Pearl GTL facility in Ras Laffan in Qatar, a partnership between Qatar Petroleum and Shell. Shell PurePlus base oil is crystal clear due to having fewer of the impurities found in crude oil. The Shell GTL and the Shell PurePlus base oil manufacturing processes have been the subject of multiple patents.

PurePlusâ„¢ Technology is a revolutionary process that converts pure natural gas into a first of its kind synthetic base oil that is 99.5% pure.

Modern engines are very complex, and PurePlusâ„¢ base oil forms the foundation for full synthetic motor oils that help keep all aspects of the engine clean to keep it running as designed.

Applications:

High-performance air and water-cooled four stroke motorcycle engines, including race-tuned and ones with integral gearboxes and wet clutches. Shell Advance Ultra Motorcycle oil is suitable for use in all motorcycles fitted with a wet-type clutch system.

Performance Features and Benefits:

  • Keeps engine cleaner – More efficient power delivery & enhance responsiveness – Reduces engine noise & vibration
  • Protects & prolongs engine life

India Bike Week 2015 Full Coverage (181)

Alisha Abdullah, India’s first and only female superbike racer who was present at the lauch, said, “I am personally very excited for the launch of Shell Advance Ultra with PurePlus Technology. Since this is made by converting natural gas to liquid, hence, the technology makes it the purest oil ever. This will help every biker to derive the maximum power from their bikes. I can’t wait to use it.”

There you have it, we can`t wait to sample Shell`s new offering either! Stay tuned for more on Shell Advance Ultra.

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