Auto Service World
Feature   August 1, 2010   by Auto Service World

Pennzoil Announces October Canadian Launch of Advanced Synthetic

Shell Lubricants will be launching its Pennzoil Ultra synthetic motor oil in Canada this October.

The announcement was made in Montreal in connection with the Canadian Formula One Grand Prix. The product was launched in the U.S. in February.

Shell also used the opportunity to communicate its connection with the Ferrari Formula One team. It supplies fuel and lubricants, and related technical support to the team, components that are regarded as key to a team’s success.

The company also has a strong connection to the Italian company’s road cars as supplier of factory fill.

In fact the Pennzoil Ultra product is recommended by Ferrari for use in its cars in North America. The Ferrari logo appears on grades of the product appropriate for use in the cars.

The product lineup being launched in Canada this fall includes Pennzoil Ultra 5W-20, 5W-30 for North America industry and OEM specifications, as well as Pennzoil Ultra 5W30, 5W40 for European industry and OEM specifications.

The rollout to the Canadian supply chain will start in earnest in August, says Shell Lubricants Canadian marketing manager Amanda Li. “We have a lot of materials and training developed,” she adds.

The new, ultra-class synthetic product is the result of a global team of scientists pursuing the goal of maintaining an engine in factory-clean condition.

The advanced proprietary synthetic formula of Pennzoil Ultra motor oil with Hyper Cleansing Technology is also designed and engineered to exceed the toughest industry standards. In fact, it cleans out over 35% more engine sludge than the brand’s next-best oil, Pennzoil Platinum.

“At Pennzoil, we recognized that an engine is in its most perfect state the day it leaves the factory,” says Pennzoil global brand manager Debbie Van Schalkwyk. “That’s why we developed new Pennzoil Ultra motor oil molecule by molecule to seek out and dissolve contaminants safely into the oil before they form deposits or corrode the engine. We are very proud to be able to state that ‘Nothing keeps an engine closer to factory clean than new Pennzoil Ultra.'” According to data supplied by the company, the new synthetic oil vastly exceeds all current and pending industry standards such as GF-5, which is also set to debut on the labels of motor oils this October.

But the key focus of the formulation’s development was on preventing and eliminating dirt in an engine, largely found as sludge.

“As motor oil developers, we are seeing more and more engines with sludge and varnish, which can compromise performance and reduce efficiency,” says Dr. Robert Sutherland, Pennzoil technology manager. “If left unchecked, deposits on critical surfaces can restrict oil flow or act as insulators that can cause the temperature inside of an engine to rise to a point where damage may result. Maintaining engine cleanliness should be a priority for all vehicle owners to best protect the substantial investment they have in their vehicle.”

To prove his point, Sutherland showed an example of a valve train that had been so inundated with sludge that the variable valve timing mechanism had ceased to function.

Sutherland says that it wasn’t just good enough to keep an engine clean; it was also a goal to clean engines that had sludge deposits already.

The company says that it can clean up to 35% more sludge out of an engine than its next-best Pennzoil synthetic.

As part of the launch, Pennzoil Ultra is being backed with an 800,000-kilometre, 15-year Lubrication Limited Warranty.

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