New technologies mean new innovations for Shell

Jan. 1, 2020
Vehicle innovations are causing automotive companies around the aftermarket to relook at how they address their product lines, and Shell Lubricants is working to stay ahead of what's coming down the pike.

LAS VEGAS — Vehicle innovations are causing automotive companies around the aftermarket to relook at how they address their product lines, and Shell Lubricants is working to stay ahead of what’s coming down the pike.

At Shell Lubricants’ panel discussion “Driving Innovation: The Industry’s Need to Advance” on Tuesday morning, experts talked about the innovations the company is putting into the marketplace and the messages its driving to educate consumers.

Mark Ferner

For example, coatings are making a big difference in how today’s oils and other lubricants interact in engines. Mark Ferner, Lubricants Group Manager for Shell, says so many metallurgies are being explored that they need to understand how oils will interact with the new coatings.

“We have to be able to see what the leading edge coatings coming out are and how we are going to work with them,” he explains.

In addition to new materials, today’s hardware has increases stresses on engines, meaning manufacturers must look to outside sources for support.

“They can put different stresses on the engine and the whole drivetrain,” says Ferner. “They can put different stresses on the oil. Sometimes the oil is able to help directly, and sometimes the oil is able to help indirectly.”

With these new technologies also comes the importance of consumer education.
James Stone, vice president of marketing and operations for Shell, says the company is using testing on large fleets like taxis to show consumers how its oil stands up. It also is working to convey this message now that drivers are holding on to vehicles longer.

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He also says education ties back into innovation. Stone explains that they are looking at how coatings can play a role in reducing friction and preventing wear, as well as compatibility with biofuels, all of which are important to today’s consumers.

All of this comes back to the message of innovation that Shell is stressing.

“The market demands a lot of our innovations,” says Lisa Davis, president of Shell Lubricants, Americas. “We see a lot of diversity on the requirements of our portfolio.”

 

LAS VEGAS — Vehicle innovations are causing automotive companies around the aftermarket to relook at how they address their product lines, and Shell Lubricants is working to stay ahead of what’s coming down the pike.

At Shell Lubricants’ panel discussion “Driving Innovation: The Industry’s Need to Advance” on Tuesday morning, experts talked about the innovations the company is putting into the marketplace and the messages its driving to educate consumers.

Mark Ferner

For example, coatings are making a big difference in how today’s oils and other lubricants interact in engines. Mark Ferner, Lubricants Group Manager for Shell, says so many metallurgies are being explored that they need to understand how oils will interact with the new coatings.

“We have to be able to see what the leading edge coatings coming out are and how we are going to work with them,” he explains.

In addition to new materials, today’s hardware has increases stresses on engines, meaning manufacturers must look to outside sources for support.

“They can put different stresses on the engine and the whole drivetrain,” says Ferner. “They can put different stresses on the oil. Sometimes the oil is able to help directly, and sometimes the oil is able to help indirectly.”

With these new technologies also comes the importance of consumer education.
James Stone, vice president of marketing and operations for Shell, says the company is using testing on large fleets like taxis to show consumers how its oil stands up. It also is working to convey this message now that drivers are holding on to vehicles longer.

PAGE 2

He also says education ties back into innovation. Stone explains that they are looking at how coatings can play a role in reducing friction and preventing wear, as well as compatibility with biofuels, all of which are important to today’s consumers.

All of this comes back to the message of innovation that Shell is stressing.

“The market demands a lot of our innovations,” says Lisa Davis, president of Shell Lubricants, Americas. “We see a lot of diversity on the requirements of our portfolio.”