Shell Thailand announces new lubricant line-up

Shell Company of Thailand Ltd. underscored its global leadership in lubricant innovation by introducing a new line-up of motorcycle lubricants for automatic four-stroke engines.
Comprising of Shell Advance AX7 4-AT, Shell Advance AX5 4-AT and Shell Advance Scooter Gear Oil, the new line-up is formulated to optimize engine performance and keep up with the demand of the Thai market where the popularity of automatic motorcycles keeps growing. The company is confident that the new line-up will help boost sales of Shell Advance products by 50% this year.
Emmanuel Mignot, general manager for Lubricants Business in Thailand, Philippines, Vietnam and Korea at Shell Company of Thailand Limited, said, “The market of motorcyclists in Thailand is one of the highest growth markets in this region due to the agility of motorcycles and the traffic conditions in Thailand that make this type of vehicle highly popular among Thais. In 2012, the number of registered motorcycles has already surpassed 19 million units in Thailand…..”
Shell Advance AX7 4-AT is a newly developed synthetic lubricant for modern automatic transmission motorcycles. It provides superior engine protection and cleanliness to help prolong engine life. The product was developed especially for automatic transmission engines to enhance ride and handling experience with responsive and smooth start-off and acceleration as well as reduced engine vibration and noise.
Shell Advance AX5 4-AT is a quality multi-grade lubricant for automatic motorcycles. It provides reliable engine protection and cleanliness to help prolong engine life with a formula that fits everyday riding conditions and start-stop traffic.
Shell Advance Scooter Gear Oil is a rear axle oil specially formulated for automatic motorcycles to provide smooth ride and reduce abrasion.
Shell is extending its successful partnership with DKSH (Thailand) Company Limited as the official distribution partner of Shell lubricants. Through this partnership, Shell takes advantage of DKSH’s capability to make products readily available to motorcyclists through a nationwide network of distribution channels of more than 16,000 shops, including oils and parts retailers, independent motorcycle repair shops, Shell Advance oil change centers and more than 550 Shell fuel stations.
Shell will build consumer awareness of the new products through a variety of media channels this year, including TV, print and online media. A sales promotion campaign will be in place with the concept of “Enjoy Every Ride”. This business-to-consumer promotion include a contest, “Win the Ride of Your Choice with Shell Advance” to give customers the chance to win a dream motorcycle in three styles. The game runs from April 1 to September 30, 2013.
(April 2, 2013)