Shell Launches a New Shell Helix Ultra Formula Exclusively for Thailand, the First Country in ASEAN using Cutting-Edge Technology - Certified by Three Global Standards

Shell is strengthening its leadership in the premium engine oil market with the launch of the latest Shell Helix Ultra featuring an advanced formulation in Thailand, the first country in Southeast Asia to debut the product. The new Shell Helix Ultra meets three of the latest international standards – API SQ, ACEA C6, and ILSAC GF-7 – and incorporates Shell’s exclusive PurePlus Technology to deliver superior engine protection for modern, high-performance vehicles. In addition, the new label on 100% recycled plastic packaging highlights the company’s commitment to both innovation and sustainability. With this launch, Shell aims to attract a wider customer base and drive market share growth in the lubricant market.

This launch represents another milestone for Shell’s lubricants business, which has been ranked the No.1 global finished lubricants supplier for 18 consecutive years with an 11.6% market share across the consumer automotive, commercial automotive and industrial sectors, according to the 22nd edition of Kline & Company’s report, Global Lubricants: Market Analysis and Assessment 2023. Aiming to balance performance, reliability, and sustainability, Shell Lubricants follows its “Keep the World Progressing Today for Tomorrow” strategy. Shell lubricants continues to enhance its products to meet both current and future needs while delivering the best possible driving experience for consumers.

Ms. Mansi Tripathy, Senior Vice President, Shell Lubricants - Asia Pacific, Shell plc. said, “Shell’s ongoing investment in innovation and world-class research and development enables us to deliver advanced, sustainable products to customers in more than 175 countries. The new Shell Helix Ultra is a result of long-standing collaborations with leading partners such as Ferrari, BMW, and Hyundai. Our partnership with Ferrari, in particular, spans over 75 years, making it one of the strongest alliances in motorsport.”

Shell leverages F1 racing as a testing ground, pushing the limits of performance and engine protection of Shell Helix Ultra under the most demanding conditions before transferring this technology from the racetrack to the road. These achievements highlight Shell’s technology leadership, setting new benchmarks for the lubricants industry while giving customers worldwide confidence in the reliability and ultimate performance of Shell Helix Ultra.The Shell Helix Ultra advanced formulation, developed with Shell’s exclusive PurePlus Technology, converts natural gas into a 99.5% pure base oil that delivers maximum engine efficiency even under continuous, heavy-duty driving.¹ It provides protection against low-speed pre-ignition (LSPI) at high pressures and temperatures,² supports high-performance turbocharged gasoline direct injection (TGDI) engines, and meets the latest standards set by three leading global institutions, API SQ, ACEA C6, and ILSAC GF-7, along with approvals from global automobile manufacturers (OEMs) worldwide, underscoring Shell’s technological leadership and premium quality.

Mr. Kamolpat Baholyodhin, General Manager, Lubricants Business, The Shell Company of Thailand Limited, said, “Shell is committed to strengthening its leadership in the Passenger Car Motor Oil (PCMO) market with the launch of the new Shell Helix Ultra with advanced formulation in Thailand, the first country in ASEAN to introduce it. This exclusive formula is only available in Thailand and meets the latest international standards from three world-class institutions and continues to use 100% post-consumer recycled plastic (PCR) packaging reflecting our commitment to environmental responsibility.”

Shell is also expanding into new markets across both primary and secondary cities through outdoor media and digital media using influencer campaigns targeting younger car owners and first-time users of fully synthetic engine oil, in addition to mechanic training programmes and mechanic competitions. This growth strategy, built on Value-Based Selling, emphasizes value, performance, and long-term benefits to consumer passenger cars.

Driven by its belief in the power of innovation and global partnerships, Shell continues to deliver superior driving performance today while shaping a better tomorrow. The new Shell Helix Ultra is engineered to support modern engines and reflects Shell’s dedication to advancing technology for a better future.

Unleash the power within with the new Shell Helix Ultra and Shell Helix Power, now available both online and offline through Shopee, Lazada, Shell Official Stores, as well as Shell service centres, Fast Fit, Shell branded workshops, independent workshops, and auto-retailers nationwide.

References

1. Based on independent third-party powertrain testing in 2024 using Shell Helix Ultra ECT 0W-30 engine oil.
2. Based on API Seq. IX engine testing results compared to API SQ specifications.

For media enquiries, please contact:

Sudarat Peetakanont
Deputy Executive Director Government and Corporate Relations
The Shell Company of Thailand Limited
P: +66 2 262 7839
Email: sudarat.peetakanont@shell.com

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