Shell Rotella: It's a Bird…It's a Plane…It's the SuperTruck StarShip

Shell Rotella, a line of engine lubricants, used available technologies to drive substantial change in efficiency in the US.

Situation Analysis

Class 8 trucks haul about 80 percent of goods purchased in the U.S. and use about 20 percent of the fuel consumed in all transportation. Yet these vehicles are often forgotten when exploring opportunities to increase efficiency and reduce carbon emissions. In fact, there are more federal regulations that focus on truck safety rather than efficiency.

Shell Rotella, the category leader in heavy-duty lubricants, saw an opportunity to leverage its acclaim and position to push the industry forward by using currently available technologies to drive substantial change in efficiency. In addition, it sought to refocus the conversation away...

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