Auto Service World
News   June 3, 2015   by Auto Service World

Shell’s North American Launch Celebration Kicks Off Consumer Giveaway Of 100 BMWs In 100 Days

Shell celebrated the North American launch of an innovative new fuel in the premium category with an exhibit the size of a city block in New York Times Square, that included interactive demonstrations for media and the public, and special appearances by industry leaders and celebrities. New Shell V-Power NiTRO+ Premium Gasoline provides the best total engine protection by addressing three prominent causes of diminished engine performance: engine wear, gunk and corrosion.

“With the launch of Shell V-Power NiTRO+ Premium Gasoline, this isn’t just a revolutionary milestone for Shell, it’s a breakthrough in fuels technology,” said Elen Phillips, vice president, Shell Americas Fuels Sales and Marketing. “Our scientists are always pushing the boundaries of science and they have designed a fuel that sets a new standard in fuels innovation and is the first to offer triple-action protection for your engine. By using Shell V-Power NiTRO+, customers can know that they have filled up with a premium gasoline that offers the best total engine protection that they can get.”

Shell V-Power was introduced in 1998 in Hong Kong as one of the first premium fuels on the market. It met the growing demand from customers for a performance fuel for modern and advanced engine technologies. Since then, Shell has cemented its reputation as an industry innovator and continues to meet the needs of evolving engine technology with the launch of the only premium fuel that provides total engine protection for optimum performance.

The new Shell V-Power NiTRO+ Premium Gasoline formulation contains a combination of two key cleaning agents that perform better than the single component in the previous formulation.  This innovation enables inclusion of a new, breakthrough component designed to help prevent wear in critical engine parts. The patented technology destroys gunk left behind by lower quality premium gasoline, then acts like a barrier to protect against gunk, wear and corrosion.

Shell’s belief and commitment to innovation is reflected in the supporting marketing campaign for Shell V-Power NiTRO+ Premium Gasoline, with an investment in Canada of double the budget of the previous year. The campaign will be featured nationwide through television, radio, print and digital buys. A video game based on the TV commercial will also be available for customers to play this month at Cineplex theatres and special events across the country. Beyond this heavy national advertising, the campaign will also feature the largest site-level promotion in the industry.

Also new for 2015, BMW of North America has recommended Shell V-Power NiTRO+ Premium Gasoline as the only premium fuel recommended for use across its M Series vehicle line-up.

In recognition of the BMW partnership, Shell is sponsoring the Ultimate Upgrade Contest, offering customers a chance to win one of 100 BMW 320i sedans over 100 days, until September 8, 2015. On the 100th day, all previous non-winning entries will be entered for a chance to win a grand prize that includes free fuel for a year. To enter the contest, simply swipe your AIR MILES reward miles collector card when purchasing any grade of fuel at Shell (minimum 30L purchase). Plus, eligible entrants will receive 10 bonus contest entries if they purchase Shell V-Power NiTRO+ Premium Gasoline. Visit for full rules and details about how to enter without purchase. 

For more information about Shell V-Power NiTRO+ Premium Gasoline, visit or follow @Shell_Canada.

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