Abu Dhabi, U.A.E., 17 December 2008: Shell Lubricants, a Shell Markets Middle East company, will launch its Shell Helix Clean on the Inside Campaign at the Abu Dhabi International Motor Show, one of the most established automobile exhibitions in the region, taking place from 17 to 21 December 2008 in Abu Dhabi.

The campaign is designed to communicate the active cleansing technology of Shell Helix Ultra, which has been tested against tough rally and F1 racing conditions. Shell Helix Ultra motor oil is designed to enhance engine cleansing - preventing dirt build up and improving performance.

Commenting on the launch, Amr Adel, General Manager of Shell Lubricants said: "Lots of drivers already prefer to use Shell Helix products, but many other consumers don't realise how our products keep engines clean and running at their maximum potential.  From Ferrari F1 Racing to World Rallying, we have a proven track record of working with the toughest, most demanding drivers, to ensure our products deliver the benefits motorists need on the road.   We hope that this campaign turns drivers' priorities inside-out, inspiring them to clean up their act when it comes to their engines."

The new formulation of Helix has been tested for absolute performance with special endorsements from various car manufacturers around the globe, such as Ferrari, VW, Mercedes-Benz, Daimler Chrysler and BMW.

Leading World Rally Championship driver Jan Kopecky states, "All drivers face an uphill struggle to keep their engines performing at their peak. To lead races, we need to be 100 per cent in tune with our engines whatever the conditions.  Shell Helix Ultra is our safeguard against any challenge."

The complete range of Shell Helix products have a blend of special cleansing agents that actively cleans the engine and lock away harmful dirt, while continuously maximising lubrication and wear protection for cars.

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About Shell Helix
Shell Helix Ultra motor oil uses our ultimate cleansing technology to continuously prevent dirt and sludge build-up. This ensures maximum performance and protection, helping to provide greater efficiency and fuel economy. Unique tests have been developed to establish the cleansing power of Shell Helix - these demonstrated that Shell Helix Ultra removes up to 5 times more dirt and sludge than a normal API SL/CF mineral oil. Studies have also shown that drivers can feel the difference made by Shell Helix motor oils, reporting a smoother, more responsive drive after an oil change.

Shell Helix offers a full range of motor oils meeting the latest automotive specifications. Shell Lubricants provides a complete solution of products and services that drive customer satisfaction, retention and increase profitability to our customers and partners.

About Shell Lubricants
The term 'Shell Lubricants' collectively refers to Shell Group companies engaged in the lubricants business. Shell lubricants companies are global leaders in finished lubricants and operate in approximately 120 countries worldwide. They manufacture and blend products for use in a range of applications from consumer motoring to food processing and heavy industry to commercial transport. Shell's portfolio of top quality lubricant brands includes Shell Helix, Shell Advance, Pennzoil®, Quaker State®,

Shell Tellus, Shell Cassida, Shell Rimula, Shell Spirax and a portfolio of car care products and Jiffy Lube® services.

With a 12% worldwide market share - accounting for around five billion litres of product - Shell Lubricants sells more branded lubricants than any other company in its category of business. Its products are available in around 120 countries and Shell Lubricants is the leader in most of the world's top 20 lubricants markets.

Its infrastructure is built on some 70 lubricants blending plants and 20 grease plants plus over 300 distribution facilities globally. It is the leader in the world's largest lubricants market - the US - and the leading international lubricants supplier in the world's second largest and rapidly growing lubricants market - China.

Shell lubricants brands appeal to, and are preferred by, more customers in markets around the world than any other lubricants firm. For example, Shell Helix, Pennzoil and Quaker State in the US, and Tongyi in China, are among the most recognised brands in their markets.  

Lubricants invests significantly in technology and works closely with its customers to develop innovative, cleaner and more efficient motor oils. For example, Shell was the first company to launch a low SAPS lubricant (sulphated ash, phosphorus and sulphur), which improves engine efficiency and performance, while reducing emissions. Car manufacturers like VW, Mercedes-Benz, Daimler Chrysler and BMW use the Shell low SAPS formulation.

Partnerships with Formula One team Ferrari and Richard Childress Racing - a leading player on the US NASCAR circuit - mean that key learning from the pit-lane is transferred to today's motor oils so that Shell can greatly improve the performance of passenger cars.

Using Shell lubricants can improve an engine's fuel economy and reduce CO2 emissions. An average car is estimated to produce three tonnes of CO2 each year.  Putting the right oil in an engine means energy and fuel efficiency can be improved by up to 5%. This means a saving of around 0.15 tonnes of CO2 per car per year.

Shell lubricants companies remain close to their customers. Through the Jiffy Lube and Autoserv fast oil change businesses, Shell has a strong daily interaction with millions of people. In addition, Lubricants has 2,000 salespeople serving 80,000 direct customers globally - thereby giving Shell the largest sales team and most direct customer relationships in the industry.

© Press Release 2008