The premium 98 octane fuel makes its long awaited debut in Perth with 40 Shell branded Coles Express retail sites selling the fuel from July.
Shell Australia Country Chair Ann Pickard said the company was excited to bring the fuel developed with Ferrari to the Perth market.
“Shell V-Power race fuel and road fuels are so similar that the Shell V-Power purchased at a Perth service station could be used in the Scuderia Ferrari Formula One car and vice versa,” she said.
“Shell V-Power is the culmination of over 60 years of innovation, technology and shared passion for performance between Shell and Ferrari in the motorsports arena.
“West Australians have been asking for this fuel for some time and we are pleased to start delivering Shell V-Power from next Monday,” Ms Pickard said.
Shell Australia Retail Manager Margaret Kennedy said the Perth premium fuels market has experienced double digit growth in 2011 with the market becoming increasingly educated about premium fuels and the benefits they offer.
“The launch of Shell V-Power comes at a time of significant investment in retail sites,” Ms Kennedy said.
“Coles Express sites are currently being upgraded with new price boards, canopies, and Shell V-Power will round out an improved offer for customers.”
The recent $4 million service station upgrade in Perth continues the recent Shell investment in Western Australia.
Shell announced funding for the Prelude FLNG project in June, and earlier in the year unveiled plans to upgrade diesel storage to better serve resource customers.
Shell V-Power has a unique double action formula designed to actively clean the engine and reduce friction to help deliver more power – throughout the life of the vehicle.
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Paul Zennaro, senior media adviser, email@example.com or 0417-007-344