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marketwatch MARKETWATCH AU TOM OTIVE MAI NTENANCE Shell Target One Million Educating Drivers How to Best Maintain Vehicles for Maximum Fuel Efficiency American car culture has long influenced U.S. motorist behavior, affecting everything from what we drive to how we maintain our vehicles. Shell recently announced results from a new national study that provides insight into current U.S. driver attitudes on fuel efficiency, comparing them to the attitudes of drivers in other countries. The results counter some common myths regarding national views on energy use, revealing that Americans in fact care a great deal about using energy resources wisely. In addition, U.S. drivers understand the importance of fuel efficiency and want to learn more about how to save fuel. According to the Shell survey, Americans are more concerned about energy waste than drivers in the other countries surveyed, with half of U.S. drivers bothered by people wasting energy and 54 percent concerned about the waste of resources other than money. In short, U.S. drivers recognize the positive impact of fuel efficiency both financially and out of respect for the planet's limited resources. Seventy-seven percent see being fuel efficient as an important way for them to personally use resources in a more sustainable way, while 86 percent also see it as important for saving money. While 63 percent of drivers indicate a willingness to change their driving behaviors to be more fuel efficient, nearly one in three U.S. drivers also indicated they do not know how to drive more efficiently. And when it comes to maintenance behaviors, the survey showed that while most U.S. drivers take care of their vehicles' basic needs, they could do more to be fuel efficient. Based in part on this research, Shell has developed the Target One Million program, as part of the company's larger Smarter Driving initiative. Target One Million is designed to educate drivers about the importance of performing smart maintenance and purchasing smart products and services before they drive, as well as the importance of practicing smart behavior behind the wheel. The program shows motorists how a few simple changes to driving habits, such as ensuring proper vehicle maintenance and using high quality products can help them stretch their fuel purchases. "Shell has more than 100 years of experience showing the world's drivers how to get more out of their fuel," said Elen Phillips, Vice President of Shell Fuels Sales & Marketing Americas. "From this new research, it's clear that Americans want to know more. Programs like Smarter Driving and Target One Million are extremely important in demonstrating simple changes motorists can make to their driving habits to become more fuel efficient and to save at the pump." To learn more about the Shell Smarter Driving initiative and Target One Million program, visit www.shell.us/ smarterdriving. n 66 Top Industry Experts Weigh in on Top Automotive Trends for 2014 and Beyond At a recent press conference hosted by the World Car Awards at the New York International Auto Show, the results of a survey conducted of 66 of the world's top automotive journalists were unveiled, detailing what these experts see as today's top global automotive trends. A number of important trends emerged as destined to dominate the industry in the coming years. First, enthusiasm about fully batteryelectric vehicles is waning, while interest in plug-in hybrid technology is increasingly seen as the most promising alternative technology. "In the view of our experts, the battery-electric vehicle holds little promise to solve the mobility challenges of the future anymore," said Jens Meiners, Director of the Steering Committee for the World Car Awards. Experts also predict that downsizing and improved internal combustion engines are poised to be the top trends for 2014 and beyond, with lightweight technology in particular on the rise. In addition, safetyrelated driver assistance systems were a key topic discussed at the press conference. However, skepticism abounds when it comes to fully autonomous driving. Finally, experts also voiced strong opinions on connectivity. Nearly four in five be- lieve the topic already is or soon will become a key factor in evaluating a car. Safety-related systems are generally regarded as more significant than comfort and convenience features. Regarding infotainment systems, audio streaming from personal devices like iPhone and MP3 players is clearly preferred over radio-based options like satellite radio or webradio. Email and chat functionalities were viewed critically by the experts. "While connectivity and efficiency remain the most important topics for the top global motor journalists, e-mobility has dropped from third rank to number six out of ten in less than a year," said Dr. Rainer Mathes, President of Prime Research, which conducted the survey in conjunction with the World Car Awards. "The third position is now occupied by hybrid technology, previously ranked fourth." Detailed findings and quotes from the survey among the top 66 global automotive journalists can be found in the full study, "The Digital Car," which is available for download at www.wcoty.com. Prime Research International, a research partner of the World Car Awards, is a global leader in strategic communication research and consultancy. Visit www.prime-research.com for more information. n Chevron Introduces Products and Tools to Help Drivers Improve Fuel Economy Chevron Products Company, maker of the Delo® brand of technologically advanced engine oils, lubricants and coolants, recently announced it is introducing a number of products and tools to help drivers improve their fuel economy in 2013. "Reducing operating expenses is top-ofmind for all our customers," said Jim Gambill, Commercial and Industrial Brands Manager, Lubricants Marketing Americas, Chevron Products Company. "Although there are many ways to achieve this goal, improving fuel economy is one area the whole transportation industry is focused on." Chevron is introducing new fuel economy-focused, Delo-branded, heavy-duty motor oil, designed to deliver clear bottom-line improvements in a range of diesel engines. The company is also introducing an online fuel economy calculator that helps fleet operators and drivers determine the potential savings that can be achieved by using Chevron's lower viscosity Delobranded, heavy-duty motor oils. Delo 400 XLE Synblend SAE 10W-30 diesel motor oil can deliver over three percent fuel economy improvement in class 6 trucks relative to SAE 15W-40 diesel motor oils. The product is formulated for use in modern on-highway, low emissions engines as well as older diesel engines. It will also provide exceptional performance in modern off-highway engines where an SAE 10W-30 viscosity grade is recommended, including those adapted for future emissions standards in construction, agriculture, marine and mining applications. Chevron's new diesel oil shows up to 3.6 percent fuel economy improvement in short-haul, class 6 vehicles and up to 1 percent improvement in long-haul, class 8 trucks compared to SAE 15W-40 oil. "We understand that fleets are under constant costs pressures. Any product that can help reduce fuel consumption is important for fleets to consider," said Gambill. "Chevron is committed to expanding its line of Delo-branded, fuel economy focused lubricants in order to offer customers solutions that deliver real world cost savings. With the introduction of Delo 400 XLE Synblend SAE 10W-30, our customers have more lubricant options, allowing them to select the product that best meets their needs." Delo 400 XLE Synblend SAE 10W-30 is now available in bulk across North America. Jugs will be available by June 2013. Contact Chevron or your local lubricant marketer for more information on availability and package styles. Chevron's Delo product family includes engine oils, premium lubricants and extended life coolants that provide exceptional performance and bottom-line value for diesel powered vehicles. All Delo products are covered under the Delo Warranty Plus program, which provides bumper-to-bumper protection against lubricant and coolant related failures as described in the Delo Warranty. For more information on Delo products, to use the new fuel economy calculator or to learn how to convert from SAE 15W-40 heavyduty engine oils to lower viscosity options, visit www.chevrondelo.com. n May/June 2013 C onvenienceRETAILER 17