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HOUSTON -- Shell Oil Co. launched a new diesel formulation, Shell Diesel FiT, at more than 100 Shell gas stations in Seattle.
According to the Houston-based company, the new diesel formulation provides three-way protection to consumers by guarding against performance-robbing gunk buildup on fuel injectors, and provides enhanced anti-corrosion and anti-wear protection to help maintain diesel engine performance as designed.
"We are very excited about this latest opportunity to launch a new and improved ultra-low sulphur diesel fuel in Seattle. Shell knows that motorists are increasingly choosing diesel engines for both professional and personal use, so we developed a higher quality diesel to meet their specific engine needs," said Jim Macias, a senior fuels technology manager for Shell. "Shell Diesel FiT is well-suited for the evolving cleaner-burning diesel fuel market demand because it's designed for use in both traditional, as well as new ultra-clean diesel engines with advanced emission controls."
In addition to the previously mentioned benefits, Shell Diesel FiT is intended to protect against fuel "gelling" in very cold weather climates. Fuel gelling can result in vehicle engines not starting or reduced diesel engine performance, the company noted.
Seattle was chosen as the introductory market for the new formulation because Seattle drivers are buying diesel engines more often in their search for better fuel efficiency, durability, power and high-quality driving experiences, The oil company did not reveal details regarding if and when the new diesel formulation will be expanded to other markets.
Shell Oil Co., is an affiliate of Royal Dutch Shell plc, a Netherlands-based global group of energy and petrochemical companies with 93,000 employees in more than 90 countries.