HOUSTON (June 25, 2013) — Royal Dutch Shell P.L.C.'s Quaker State brand has been named the official motor oil of Kelley Blue Book, a provider of new and used car information.
Kelley Blue Book Co. Inc., a wholly owned subsidiary of AutoTrader Group, said that for the first time in its 87-year history, the company has decided to specify the use of Quaker State oils in all of its long-term test vehicles.
"More than ever, consumers are seeking practical, value-focused automotive information from trusted sources," said Gita Gidwani, Quaker State global brand manager. "By working alongside Kelley Blue Book, we can achieve this mission and be a valuable, collaborative resource for consumers."
The relationship between the two companies "will be activated through significant media and public relations support," they said—one part of which is a series of informational videos focused on ways consumers can drive longevity and durability for their vehicle. An additional feature will showcase an in-depth discussion with a Kelley Blue Book www.KBB.com expert, along with Quaker State technical experts covering the topic of fuel economy.
"During the past few years, the average age of vehicles on the road has risen consistently. In fact, we've seen an uptick in the average search age for a vehicle on the website go from three to five years old," said Jack Nerad, executive editorial director and executive market analyst of KBB.com. "Knowing there are brands like Quaker State that put together products and programs to help consumers continue to squeeze value from their vehicles creates a connection that the Kelley Blue Book brand can support."