The world needs ever more energy.

As a global energy supplier, Shell has an enormous

responsibility as the challenge to meet growing demand responsibly, safely and efficiently, gets
tougher. It relies on human intelligence, new ideas, and professional discipline from the people
who develop and use the technologies that make the difference.

Shell continues to build on a shared

passion for performance with Ferrari dating
back to the birth of Formula One racing in the
1950s. Since then Shell has fuelled Ferrari
Formula One cars to 145 Grand Prix titles, Product Promotion There will also be a forecourt promotion
including the 2007 Drivers’ and Constructors’ Shell is the global market leader in premium Shell’s corporate advertising, media for a limited edition range of Ferrari keyrings,
Championships. The experience garnered differentiated fuels with products in more partnerships and associated engagement enabling consumers to own a ‘piece’ of Ferrari.
during these years has been passed on to than 45 markets. It is also the global leader programme position Shell as a company with One of Shell’s most successful promotions,
motorists in the form of Shell V-Power, with in branded lubricants, with China the a point of view; a company that is positive which to date has seen consumers collect
the proposition that, ‘It’s not just fuel, it’s biggest and fastest growing market for about energy and rejects complacency; one 37 million Ferrari model cars, also continues
Ferrari fuel for your car’. Shell Helix. that listens and responds to the views of key in 2008, with customers able to collect a set
The huge growth in new diesel cars has All automotive fuels and lubricants are stakeholders on issues that are relevant both of seven 1:38 scale model Ferraris.
seen the introduction of Shell V-Power Diesel, not the same and Shell’s extensive R&D to its own business and the energy industry
a performance diesel fuel designed to help programmes continually strive to develop as a whole. Brand Values
today’s generation of diesel cars deliver new and better fuels and lubricants, to satisfy In 2007, Shell engaged directly with Shell’s core values of honesty, integrity, and
more power for longer. A component of Shell growing customer requirements for energy more than 1,000 global opinion leaders – respect for others have been central to
V-Power Diesel in some markets is Gas to efficiency, with improved engine and such as government and business leaders, Shell’s General Business Principles for 30
Liquids (GTL) Fuel, which is a synthetic environmental performance. The overall aim NGO officials, academics and the media – years, and remain as important as ever. In the
product derived from natural gas with cleaner is enhanced mobility. Shell’s advanced fuel at over 30 events across the world, via pursuit of a responsible energy future, Shell
burning properties, giving both combustion technologies include developments in through-the-line media partnerships. Above- is positive about the benefits of energy,
and emissions benefits. deposit control, improved combustion and the-line communications focused on rejects complacency, and applies creative,
The technical relationship between Shell friction control, for more efficient operation providing tangible examples of the way persistent problem-solving to the challenges
and Audi Sport continues to flourish, with and superior performance. Shell Helix motor in which Shell is helping to secure a the world currently faces.
the Audi R10 fuelled by Shell V-Power Diesel oils employ active cleansing technology, responsible energy future. A new website –
race fuel winning the legendary Le Mans designed to prevent dirt building up in www.shell.com/dialogues – features an www.shell.com
Market fuels to meet the needs of the cleaner and 24-hour race in 2007, for the second the engine, so enabling it to operate to its interactive element which provides an
Shell is a worldwide group of oil, gas, and more efficient engines of the future, helping year running. full potential. opportunity for consumers to discuss energy
petrochemicals companies operating in more them wear less, and travel further. The latest high performance diesel cars also issues with major players from Shell and
Things you didn’t know about
than 130 countries, with interests in bio- require special lubricants. Shell Helix Ultra Recent Developments other relevant organisations. Shell
fuels, wind and solar power and hydrogen. Achievements Extra is formulated with a low sulphur and New corporate brand communications clearly Shell’s recruitment communications
It aims to meet global energy demand in Shell’s technical partnerships with Ferrari, phosphorus content to protect the particulate convey what Shell stands for, and what focus on the attitude of its people, their Shell’s retail network serves millions
economically, environmentally, and socially Audi and Ducati are a key brand differentiator, filter, which helps reduce emissions. makes it different. They show the creativity persistence and their creative problem- of customers every day, from more
responsible ways. highlighting the quality of Shell technology. Shell’s technical partnership, which and persistence of Shell people, solving solving skills, introducing Shell as an than 40,000 service stations, in over
Addressing the demand for clean, As part of an extensive R&D programme, brought Ducati its first ever MotoGP World problems for customers using all kinds of inspirational place to work; an employer that 90 countries and territories.
convenient, and affordable energy head-on, motorsport, both four and two-wheel, Championship in 2007, is also significant in innovation, but particularly technology. values people who inject fresh thinking into
Shell is investing in ways to develop exposes leading-edge Shell V-Power fuel the development of Shell V-Power road fuels the industry as it tackles some of the world’s Turnbull’s of Plymouth was the first
technologies to extract oil and gas previously technologies and Shell Helix motor oils to the and Shell Advance oil products for the toughest challenges. Shell garage to be converted to self-
considered inaccessible, while also developing scrutiny of consumers and experts alike. motorcycle market. Throughout 2008, a global through-the- service in 1963.
line campaign will continue to strengthen
Shell’s relationship with Ferrari in the eyes The world’s first commercial jet airliner
1833 1914-20s 1945-50s 1960s-80s 1990s 2005 of consumers, clearly linking Shell V-Power – the de Havilland Comet, built in 1949 –
Shopkeeper Marcus Shell is the main fuel Shell begins a major The Dutch Groningen Shell grows through Royal Dutch and and Shell Helix with the passion and was fuelled and lubricated by Shell.
Samuel begins to import supplier to the wartime expansion programme and North Sea gas fields acquisitions and begins Shell Transport are performance of Ferrari while highlighting
shells from the Far British Expeditionary as demand for oil are discovered and Shell challenging offshore unified under Royal the particular benefits for motorists. Shell fuel and lubricants were used for
East. In the 1890s his Force and benefits from increases massively, Chemicals enters a golden projects, while moving Dutch Shell plc.
Furthermore, a global campaign for Shell the first successful flight across the
relatives begin to export increased post-war motor and also contributes period for research. in to growth areas in
kerosene to the Far East, car use. Shell Chemicals to the invention of The 1973 oil crisis brings the East. Shell’s LNG Helix will communicate its active cleansing English Channel, made by Louis Blériot
branding it ‘Shell’. is also established. the jet engine. cheap energy to an end. business is also founded. technology to support its ‘designed to meet in 1909.
challenges’ positioning.

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