RD Royal Dutch Petroleum Company

Shell V-Power Is America's Best-Selling Premium Gasoline; Shell V-Power Zooms Ahead of the Competition HOUSTON, Feb. 28 /PRNewswire/ -- Shell Oil Products US (Shell), the marketer of the no. 1 selling gasoline brand in America, is proud to recognize Shell V-Power(R) as America's best-selling premium-grade gasoline. Since its launch in June 2004, Shell has experienced a sustained percentage increase in Shell V-Power premium grade sales, marking a reversal in a fifteen-year industry trend in declining premium-grade gasoline sales. According to NPD Group data, Shell V-Power's share of the premium gasoline market was 14.3 percent from July 2004 to December 2004. This share gives Shell V-Power the highest share among premium-grade gasolines in the United States, which unseats the former, long-standing leader in the premium-grade gasoline category. In addition to becoming the best-selling premium gasoline in America, Shell V-Power has been recognized as the Best Petroleum product of 2004 by the 1st Annual Convenience Industry News (CIN) Awards. Furthermore, Shell recently announced its Regular, Plus and Shell V-Power grades of gasoline meet the voluntary "TOP TIER Detergent Gasoline" standard put into place by BMW, GM, Honda and Toyota. "The popularity of Shell V-Power reiterates our belief that all gasolines are not the same," said Brooks Herring, general manager, Shell retail brand and customer value proposition. "We created Shell V-Power with the motorist in mind. During many focus groups and consumer surveys, drivers told us they wanted a premium gasoline that would not only clean up their engine, but also keep it clean, and Shell V-Power is formulated to do just that -- to actively clean your engine as you drive." The company launched Shell V-Power on June 28, 2004 with a $30 million integrated marketing program that included national television, print and Internet advertising with radio commercials in key Shell markets as well as a public relations program. Other communications initiatives, such as direct- mail promotions and point-of-purchase displays at all Shell stations, were also utilized. The campaign to support Shell V-Power was one of the company's most significant marketing investments since it began selling fuel and oil in the United States nearly 100 years ago. "Stand-out fuel quality, strong consumer benefits and a successful integrated marketing campaign were key drivers in differentiating Shell V- Power from other premium fuels," said Herring. "But it's our customers we thank for making Shell V-Power the no. 1 selling premium gasoline in America. Millions of drivers choose Shell V-Power over other premium gasolines available to consumers today, and we thank them for helping us achieve this milestone." In preparation for the campaign, Shell re-imaged 65,000 gasoline dispensers and decorated gasoline stations with 105,000 pieces of red and yellow bunting. And, during the course of the campaign, Shell completed a national experiential marketing tour that educated nearly 4 million customers in 17 cities on the benefits of Shell V-power; hosted 80 kick-off events to build momentum for the product with its network partners and customers; and distributed nearly 36 million coupons and 15 million brochures to motorists. Shell V-Power is the most advanced fuel Shell has ever developed. With more than five times the minimum amount of cleaning agents required by government standards, Shell V-Power is specifically formulated to remove deposits that may have already built up on critical engine parts, specifically intake valves and fuel injectors. Additionally, while all Shell gasolines meet the TOP TIER Detergent Standard designed to protect engines from the future build-up of carbon deposits, Shell V-Power goes even further. It contains more than twice the amount of cleaning agents required to meet the TOP TIER Detergent Standard, and Shell V-Power is specifically formulated to actively clean your engine as you drive which gives it the power to clean-up deposits that low detergency gasoline can leave behind on critical engine parts. Shell Oil Products US, a subsidiary of Shell Oil Company, is a leader in the refining, transportation and marketing of fuels, and has a network of nearly 6,600 branded gasoline stations in the Western United States. Shell Oil Company is a 50 percent owner of Motiva Enterprises LLC, along with Saudi Refining, Inc., which refines and markets branded products through more than 9,400 stations in the Eastern and Southern United States. Shell Oil Company is an affiliate of the Royal Dutch/Shell Group of Companies (NYSE:RDNYSE:SC). For more information, please visit http://www.shell.com/ DATASOURCE: Shell Oil Products US CONTACT: Julie Law of GCI Los Angeles, +1-323-761-7405, for Shell Oil Products US; or Anne Peebles of Shell Oil Products US, +1-713-241-1584, or Shell Media Line, +1-713-241-1578 Web site: http://www.shellus.com/ http://www.shell.com/

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