HOUSTON (April 17, 2014) — Royal Dutch Shell P.L.C.'s Shell Lubricants unit has unveiled Pennzoil Platinum and Pennzoil Ultra Platinum with PurePlus Technology, full synthetic motor oils formulated from natural gas.
The PurePlus Technology is a patented process that, according to Shell, converts pure natural gas into what the company claims is the first-of-its-kind, high quality full synthetic base oil. The Pennzoil Platinum line of products made with PurePlus Technology is the first major development in motor oil in more than 40 years, the lubricant maker said.
“Pennzoil is paving the way for our industry by offering modern and inventive synthetic motor oils made from natural gas,” said Chris Hayek, global brand director, Shell Lubricants Passenger Car Motor Oil. “What we like about PurePlus Technology is that it starts with a base of pure, crystal clear base oil made from natural gas with fewer of the impurities found in crude oil, which is the traditional base for many other conventional and synthetic motor oils.
“Using this technology in our products helps Pennzoil provide motorists with one of the most advanced, premium motor oils on the market.”
The Pennzoil Platinum motor oils are designed to provide engine cleanliness, fuel economy, conservation of horsepower, wear protection and performance in extreme temperatures, according to Shell.
PurePlus Technology motor oils will be used by Pennzoil motorsports partners in NASCAR, IndyCar and the TUDOR United SportsCar Championship Series in 2014.
To help educate consumers on the new technology, a multi-faceted activation plan for the Pennzoil brand is being launched across a variety of platforms. Country singer Tim McGraw, the brand's ambassador, will appear in a short form vignette produced by ESPN for the NBA Eastern Conference Finals that helps reinforce the “reimagined” Pennzoil theme. A revamped enthusiast outreach program extending to top car clubs across the country will provide in-depth used oil-analysis tests and extol the brand's benefits.
More information about Shell's new oils are on its website.