With a new diesel engine oil category set to launch later this year, Shell Lubricants says it will ramp up already heightened efforts to provide information both on the road and online with a new Shell Rotella Road Show rig tour.
At the Mid-America Trucking Show in Louisville, Ky. Thursday night, Dave Waterman, Shell Rotella’s marketing manager, said the company has also updated its website and other communications tools.
Shell Lubricants says it has logged more than 30 million on-highway miles of testing CK-4 and FA-4 engine oils before they hit shelves in December this year.
“Now that the new CK-4 and FA-4 specifications have been completed, the Shell Rotella brand will continue to lead the conversation about the new engine oil specifications,” says Chris Guerrero, Global Marketing Manager, Shell Rotella. “Later this year we will introduce the most advanced Shell Rotella products ever developed.”
The Shell Rotella Road Show has been completely redesigned and has just launched the Hard Working Tour across the U.S. and Canada to help educate truckers, fleets, retailers and others about the new diesel engine oils. The 53-foot, double bump-out Kentucky Air Ride Trailer has 3,000 square feet of exhibit space and uses a 2014 Freightliner Coronado tractor.
The interactive design includes a number of interesting areas starting with how engine oil protects your engine. A demonstration area shows how engine oils may affect fuel efficiency, wear protection, engine cleanliness and acid corrosion prevention. Engine parts show examples of how low viscosity CK-4 and FA-4 test engine oils have protected against engine wear.
There are two areas dedicated to CK-4 and FA-4 with access to the WhatIsPC-11.com website. The display provides information for fleets and owner operators, as well as for off-highway/construction vehicles and diesel pickup trucks.
WhatIsPC11.com, which launched in February 2015, has been updated to provide the latest information about the next generation of engine oils. The site can now be found at WhatIsCK4.com and WhatIsFA4.com, as well as at the original domain. The site is a resource for topics such as the fundamentals of CK-4 and FA-4, approaching changes, testing updates, and how the new category is expected to affect new, current and older engines when it replaces API CJ-4 engine oils.
Shell Lubricants has also created a comprehensive brochure which explains what the new engine oil specifications will mean for on- and off-highway vehicles and equipment. It covers the development of these new oils and the benefits they will provide. The brochure can be downloaded at the Fleet Info Center.
Further, Shell Lubricants has created an infographic that helps to educate and inform consumers about the ins and outs of the new diesel engine oil categories. The infographic explains how CK-4 and FA-4 oils will deliver improvements in fuel economy, aeration control, wear protection and other benefits that will come with switching to CK-4 and FA-4 oils. The infographic can be seen on Shell’s newly rebranded WhatIsCK4.com and WhatIsFA4.com site and the Shell Rotella Road Show.
Social media will also play a role in communicating about the new engine oil specifications. Videos, interviews and story links will be posted on Facebook atShellRotella, on Twitter at @ShellRotella and Instagram at ShellRotellaT. In addition, Rotella.com will contain information as well.