Lubricants - Going With The Flow

Shell Lubricants will simplify the marketing of its heavy-duty motor oils with a portfolio of Rotella products that provides a “ladder of protection”.

“Shell looked at the technology that goes into its different engine oils and how to bring them to market,” says Mark Reed, global brand manager, Shell Rotella, Houston, TX. “We decided to simplify the portfolio by consolidating brands into a tiered line of Rotella-branded engine protection.”

In the first quarter of 2010, Shell Lubricants’ heavy-duty engine oil brands (Shell Rimula, Pennzoil Long Life and Quaker State HDX) will be consolidated under the Shell Rotella “Energized Protection” portfolio. Shell Lubricants’ CI-4 PLUS engine oils will be phased out by the end of 2009 (Shell multi-grade engine oils meet CJ-4 standards).

As diesel engine technology continues to change, engine oil must also evolve. Lubricant specialists such as Shell are engineering oils that will protect today’s and tomorrow’s engines. At an event held at Richard Childress Racing’s headquarters in Welcome, NC, in September, the company announced its strategy and introduced a synthetic blend engine oil and a new formula for its full synthetic engine oil in the Rotella line.

The new formula for Shell Rotella T6 full synthetic oil features an advanced multi-functional, low-ash additive in a synthetic base oil which adapts to engine conditions. The use of select low-viscosity synthetic base oils energizes the oil’s capabilities, and promotes fuel-economy performance and durability.

Shell Rotella T5 10W-30 synthetic blend technology, which delivers better fuel economy than Shell Rotella T Triple Protection 15W-40 oil, expands the product line of heavy-duty engine oils.

“Because Shell Rotella heavy-duty diesel engine oils provide protection in critical areas, engine life can potentially be extended and maintenance costs reduced,” says Dan Arcy, OEM technical manager, Shell Lubricants. “Shell Rotella T5 10W-30 and Shell Rotella T6 offer improved fuel efficiency and protect the performance of exhaust-emission control systems, and Shell Rotella T Triple Protection demonstrates the ability to provide added wear protection compared to previous formulations.”

Shell Rotella T Triple Protection oils help control wear, deposits and emissions to continuously adapt to the needs of the engine for protection in on- and off-highway applications. It meets or exceeds API CJ-4 requirements. Shell Rotella T Triple Protection performs well in old and new engines.

According to Shell, Rotella oils provide engine protection in three areas:

• Acid control: helps protect against corrosion from acids formed as fuel burns
• Deposit control: helps keep engines clean for optimum performance and long life
• Wear control: helps keep moving metal engine surfaces apart for long life

“Energized Protection,” Shell’s brand for the adaptive technology it has designed into Rotella oil, helps the lubricant protect in a variety of operating conditions by physically or chemically reacting to engine conditions.

Development, education for the real world

Shell’s Rotella line of oil is supported by 35 years of development and real-world use, including 40 million miles of endurance testing.

Eight of Shell Lubricant’s 10 research and development centers located around the world are devoted to lubricants research, and more than 200 staff those facilities.

Changing engines are a concern for operators. “When we look at what will be different for 2010, we’re told it’s anywhere from ‘nothing’ or ‘something’, depending on the OEM. All of the vision that Shell has for new technology must be tied into real life,” says Chris Guerrero, fleet & construction marketing manager, Shell Lubricants.