Shell is the latest fuel retailer to launch a diesel formulation touted to improve efficiency

SINGAPORE — Shell has launched a new diesel formulation that the company says can help to reduce fuel consumption.

The new product, FuelSave Diesel, contains detergents that keep fuel injector nozzles clean, and is formulated to ignite and burn more effectively, the Anglo-Dutch company said in a launch event today.

Diesel fuel injectors make use of tiny nozzles — each roughly the width of two human hairs — to deliver fuel into an engine’s cylinders. When clogged with deposits, these nozzles function poorly, reducing an engine’s efficiency.

Detergent additives like the ones in FuelSave Diesel can help, though Shell did not release figures* revealing the extent of the new fuel’s effectiveness.

One study by Chevron found that its own additive, in this case Techron, allowed Caltex diesel to keep injectors clean enough to prevent a six percent loss of engine power.

ExxonMobile makes similar claims with its Esso Synergy Diesel fuel.

There are 187,000 diesel vehicles in Singapore, accounting for nearly one-in-four vehicles excluding motorcycles. With a largely stable vehicle population in place, fuel companies grow sales by convincing drivers (or in this case, fleet operators) to switch to their brand. 

“It is our hope that the new Shell FuelSave Diesel will help our partners make the most of their fuel, regardless of whether they’re a large, established fleet, a newly established SME business or an everyday road warrior like our taxi drivers,” said Aarti Nagarajan (above, right), the general manager for Shell’s retail sales and operations in Singapore.

Volvo Trucks estimates that expenditure on fuel accounts for around 30 percent of its customers’ costs in Europe, and up to 50 percent in Asia.

Fuel retailers hope that selling diesel that cleans up injectors will help them to clean up at the till.

*We asked for a clarification on FuelSave Diesel’s effectiveness at reducing fuel consumption and received the following reply:

“To answer your question, our Shell scientists devised a robust series of tests to evaluate the new fuel’s performance. Tests were conducted by a third party laboratory and at our global research test facilities in a globally representative selection of vehicle technologies using industry standard test procedures. In these tests, Shell FuelSave Diesel was found to last longer in comparison to standard diesel without Shell’s active efficiency ingredients.

As fuel economy is influenced by other factors including type and condition of the vehicle, the way it is driven, weather conditions, road traffic conditions etc., it is sometimes difficult to establish fuel economy from Shell FuelSave Diesel in the short term. However, you can be assured of the benefits Shell FuelSave Diesel is designed to offer as demonstrated in our research work and independent accredited testing.”