Shell Launches Redesigned Industrial Lubricants Range

HOUSTON, April 15, 2011 /PRNewswire/ -- Today, Shell Lubricants announces the launch of its new, improved portfolio of industrial and transmission lubricants and greases. The result of a three-year process, the new portfolio has been restructured and refreshed to help every Shell Lubricants customer select the right level of protection for their equipment with ease and confidence.    

"Research into the way our customers choose and use lubricants revealed that they often find the array of choices confusing and complex. While recognizing the importance of correct lubricant choice and application, they also welcomed changes that would make the process simpler," said Craig Schneider, Vice President of Marketing – North America. "With this in mind, we have redesigned our range of industrial lubricants, removing products with overlapping applications - or whose technology had been replaced by more advanced formulas - while improving choice by selectively adding speciality and synthetic products."

The new portfolio is based around four tiers, each offering increasingly efficient levels of protection:  Entry, Mainline, Premium and Advanced, with Advanced often using the latest synthetic technology. Each brand/product category in Shell Lubricants' range of industrial and transmission lubricants and greases is structured according to these tiers. These brands include Shell Tellus (hydraulic oils), Shell Omala (gear oils), Shell Corena (compressor oils), Shell Tonna (slideway oils) and the newly introduced Shell Gadus line of greases.

The new product portfolio is accompanied by 'old to new' conversion tools that help make the transition to the new tiered product line-up easy for long-time Shell Lubricants industrial product customers. The redesigned portfolio also features new pack labels and product guides to aid choice, using new names, color coding and visual icons to indicate individual performance benefits. These changes are also designed to reduce the risk of misapplication in the factory environment. As part of the redesign, Shell Lubricants also standardized packaging across the entire portfolio to make storage and stacking easier.

Shell Lubricants' new portfolio of industrial and transmission lubricants and greases is being rolled out globally, enabling a consistent product offering from market to market and enabling increased security of product supply. With many operations under pressure to maximize efficiency and increase output, the launch of the new line-up provides an ideal opportunity for customers to re-evaluate their lubricant needs.

For further information on the new Shell Lubricants industrial and transmission product portfolio, customers can visit www.shell.com/lubricants.

About Shell Lubricants

The term 'Shell Lubricants' collectively refers to the companies of Royal Dutch Shell plc that are engaged in the lubricants business. Shell Lubricants companies lead the lubricants industry, supplying 13.4% of global lubricants volume.(a) The companies manufacture and blend products for use in consumer, heavy industrial and commercial transport applications. The Shell Lubricants portfolio of top-quality brands includes Pennzoil®, Quaker State®, FormulaShell®, Shell TELLUS®, Shell RIMULA®, Shell ROTELLA® T, Shell SPIRAX® and Jiffy Lube®.

(a) Kline & Company, "Global Lubricants Industry 2009: Market Analysis and Assessment, 2009-2019."

SOURCE Shell Lubricants