SHELL FUEL SAVE CHALLENGE RESULTS SHOW DRIVERS CAN GET THE MOST OUT OF EVERY DROP OF FUEL
Mar 02 - 08, 2009
Drivers feeling the impact of prices at the pump have been armed with persuasive evidence to convince them that they can save fuel, cut motoring costs and therefore reduce CO2 emissions. Of the hundreds of drivers who took part in Shell's eight week challenge to save fuel, the best drivers in Pakistan saved up to 23.5%i . For an individual, this represents a potential annual cost saving of up to PKR 57,650ii.
In 2007 Shell announced a vision to help drivers save 10% of the fuel they use and then launched the Shell Fuel Save Challenge in a bid to prove this to customers around the world. Unlike most driving competitions, the Shell Fuel Save Challenge was not fast or furious at all. Instead, cool and calm was the order of the day for hundreds of drivers who applied to take part in a race that entirely lacked a starting grid, a chequered flag, or even a track. Successful applicants were, however, armed with new driving techniques and Shell Fuels, which are designed to improve engine efficiency. The Shell Fuel Save drivers who took part, represent the vanguard of a new class of motorists seeking ways to cut their motoring costs. Having made just a few simple changes to their usual driving habits and exclusively using Shell fuels with Fuel Economy formula, the results of the top 10 participants in Pakistan suggest that if all the drivers in Pakistan combined were to replicate their success, a staggering over PKR 122 billioniii and over 2 billioniv litres of fuel could be saved each year.
Looking at the Pakistan driver group as a whole:
* 2 in 3 drivers saved fuel (67%)
* 37% of the total participants saved 10-30%
* The top 10 drivers saved 23.5% on average Looking at the average saving (23.5%) of the top 10 participants drivers in Pakistan could estimate the following:
o Up to PKR 57,650v could be saved annually by a driver who spends approximately PKR 245,322vi on fuel each year.
o Up to 987vii litres of fuel could be saved annually by a driver who uses on average 4200viii litres of fuel each year
The results also suggest what millions of drivers could potentially achieve together:
- Over PKR 122 billionix could be saved annually by all the drivers in Pakistan combined
- Over 2 billionx litres of fuel could be saved annually by all the drivers in Pakistan combined
Zain Hak, National Sales Manager, Shell Pakistan Limited said:
"Over a year ago we set out to help drivers save 10% or more of their fuel. We discovered that 6 in 10 people had done nothing to reduce their fuel consumption and we found it hard to convince drivers that over time you can save significant quantities of fuel - and vitally that those savings can translate into a real reduction in monthly fuel expenditure. Now, hundreds of drivers around the world have saved fuel and the best have more than doubled our expectations - we really hope this inspires more drivers to improve their fuel economy."
THE FUEL SAVE CHALLENGE - HOW IT WORKED
For one month, Shell Fuel Save drivers in Pakistan were asked not to purchase fuel from Shell. They recorded their kilometres and the amount of fuel they used, continuing to drive as normal. Then they received personalised training to learn and practice Shell Fuel Save tips with expert driving instructors. For the final stage, drivers refuelled with an exclusive diet of Shell Fuels with Fuel Economy formula and used the Shell Fuel Save tips. Having crossed the virtual finish line, before and after data was analysed and compared to calculate what savings had been achieved
SHELL FUELS WITH FUEL ECONOMY FORMULA USED IN THE SHELL FUEL SAVE CHALLENGE
The new Shell Fuel Economy formula in Shell Petrol is the most advanced fuel economy formula ever from Shell and has a new triple action cleaning agent and is available to drivers across Pakistan.
i For purposes of calculation, assumed number of refills per year is 84 and assumed average litres per fill is 50 litres. Average fuel economy savings of the top 10 drivers who took part in the Shell Fuel Save Challenge in Pakistan was 23.5%.
ii An estimated number of fills per year for a driver in Pakistan (84), multiplied by the estimated savings for each fill (PKR 686).
The estimated savings for each fill (PKR 686) is calculated by multiplying the estimated savings for every litre (PKR 13.7) by the estimated average volume of a fill (50 litres). The estimated monetary saving for every litre is calculated by multiplying the average pump price for one litre of fuel in Pakistan YTD August 2008 (PKR 58.41), by the average fuel economy savings of the top 10 drivers who took part in the Shell Fuel Save Challenge in Pakistan (23.5%).
iii The average pump price for one litre of fuel in Pakistan YTD August 2008 (PKR 58.41), multiplied by the total volume of motor gasoline and diesel used in road transport in Pakistan (8.9 billion litres, UNdata, 2005). This total is multiplied by the average fuel savings of the top 10 drivers who took part in the Shell Fuel Save Challenge in Pakistan (23.5%).
iv The total volume of motor gasoline and diesel used in road transport in Pakistan (8.9 billion litres, UNdata, 2005), multiplied by the average fuel economy savings of the top 10 drivers who took part in the Shell Fuel Save Challenge in Pakistan (23.5%).
v See endnote ii
vi The average pump price for a litre of fuel in Pakistan YTD August 2008 (PKR 58.41) multiplied by the estimated size of an average fill (50 litres). This total is multiplied by an estimated number of fills per year for a driver in Pakistan (84).
vii The estimated annual savings for a year of average fills for a driver in Pakistan (PKR 57,650, see endnote ii for calculation), divided by the average pump price for one litre of fuel in Pakistan YTD August 2008 (PKR 58.41).
viii The estimated volume of an average fill (50 litres) multiplied by the estimated number of fills per year in Pakistan (84).
ix See endnote iii
x See endnote iv
x Qualification criteria for participation in the Shell Fuel Save Challenge in Pakistan were:
* Male/Female aged between 25 to 54 yrs old with valid driving license;
* Drove a car/ taxi/ truck/ lorry regularly, were able to choose where to refuel;
* Refuels at least 3 times per month;
* Refuels at more than one brand of fuel company in last 5 fills;
* Were available for training in Karachi, Lahore, Rawalpindi or Sadiqabad;
* Drive more than 12,500 kms per year;
* Vehicle uses non-premium petrol/ diesel and willing to use non-premium petrol/ diesel for the challenge;
* Vehicle age is 10 yrs or less, has a working odometer and had no major modifications;
* Excluded people in the following industries: market research/advertising/fuels industry.