Shell to relaunch higher octane fuels - Optimax is dead [Archive]

Messenger

13-09-2006, 08:16 AM

Some of you may have noticed that the blue Optimax pumps around the Shell/Coles Express servos have recently been painted out white. This is in preparation for a relaunch of Shell's higher octane fuel brand.

Optimax will be no more.

The "new" fuel is called Shell V-Power.

V-Power is just good old 98 octane Optimax but now apparently contains FMT (Friction Modifier Technology)

The old 100 octane ethanol blend Optimax Extreme is being replaced with V-Power Racing, which again, is essentially the same old fuel but with FMT added (still 5% ethanol)

They are running the tired campaign of "Developed in conjunction with Ferrari" again like they did with Optimax.
I can already see Scruby having a field day with them using the word "Racing" in the name of a fuel people are using on the street :rolleyes:

Launch is end of Sept/early Oct.

mido2k

13-09-2006, 08:31 AM

is there any official word on this?

MYVYSS

13-09-2006, 08:59 AM

Google Shell V-Power and you will find releases for just about every country but Australia so far.. So at a Guess I would say its true.

http://www.prnewswire.com/mnr/shell/12509/

XLR8 V8

13-09-2006, 09:06 AM

is there any official word on this?

Yep, Messenger is right. There are staff information kits at the stores right now.

mido2k

13-09-2006, 09:07 AM

is there any official word on this?

Not that im sceptical, its just that Shell change there fuel like there underpants....

Crusty

13-09-2006, 10:39 AM

I can't see the name with racing in it lasting long.

ADSXR8

13-09-2006, 10:56 AM

Not that im sceptical, its just that Shell change there fuel like there underpants....

I agree, I dont think there was anything wrong with Optimax. And generally, has always held a good name in the market place.

bruce350

13-09-2006, 01:58 PM

I read a report recently which showed that Caltex Vortex is the best premium fuel out there. Maybe Shell are re-launching their premium fuel brand to combat this? Forget where the source of the report was, but when reading it was impressed and at the time thought whoever wrote it was credible....just can't remember who!

V8R

13-09-2006, 09:03 PM

anyone care to tell me how frikkin FMT effects a FUEL!?
marketing marketing marketing..

Evil LS1

13-09-2006, 09:08 PM

Not that im sceptical, its just that Shell change there fuel like there underpants....

I guess they've hit skid row now :bravo:

VY2

13-09-2006, 09:41 PM

There's no Competiton with Caltex. It's aimed at having the same message around the world. IE, V-Power will fall in line with Shell International.

The Blue Optimax Pumps will be replaced with Red V-Power & V-Power Extreme.

Nothing more than a branding change...

PepeLePew

14-09-2006, 10:29 AM

Now if only they'd have more than TWO servos in S.A. with better than 95 (and neither of them metro) I'd be happy...

swingtan

23-09-2006, 11:53 PM

Well I went to fill up with optimax tonight and of course couldn't find the blue pump. Shell have not only changed there fuel names, but changed the colours so nothing matches any more. So I start filling up with the "red" one, as the red one used to be premium ( I think ). Then I realise that this stuff is the new "racing" formula, 100octane and 5% Ethanol.

The problem is that my fleet card is only meant to allow optimax. The good part was that the transaction went through, so I guess I'll be using this from now on.

As for the performance, I only drove 3KM home after filling the tank ( 61 ltr ), but in that 3KM the difference was huge ! there was enough of a difference for my wife to say "the cars running well." It's going to need more testing but so far it feels like it runs better and certainly sounds better.

Simon

Alister

24-09-2006, 06:18 AM

Yeah, was looking at the info yesterday at work.

ULP 91 = Yellow
ULP 95 = White/Green
V Power = Red
V Power Racing = Blue (if I remember correctly)

The V Power is just the old Optimax/Extreme with FMT added :lol:

Along with the V Power launch, comes an additional 2c/L off (on top of your 4c/L docket) if you spend $2 or more in store.

During the launch, there will be a "pit crew" that will fill up a customers car if they want V Power/Racing, clean the windscreens, "engage the customer," and give them a small gift.

planetdavo

24-09-2006, 07:39 AM

Car models change every couple of years, why shouldn't fuel......??????????????????????????????????????
If it's better, bring it on.

doogal

24-09-2006, 08:31 AM

As for the performance, I only drove 3KM home after filling the tank ( 61 ltr ), but in that 3KM the difference was huge ! there was enough of a difference for my wife to say "the cars running well." It's going to need more testing but so far it feels like it runs better and certainly sounds better.

Simon[/QUOTE]

Maybe its just me but i never seem to notice any difference no matter what fuel i put in, i hear people saying how their car runs SO much better with this fuel/that fuel etc but i can never pick it:(

swingtan

24-09-2006, 09:12 AM

Car models change every couple of years, why shouldn't fuel......??????????????????????????????????????
If it's better, bring it on.

I have no problems with them changing fuels, it was just a tad confusing to work out which was which. They did have a "conversion" sticker on the pump, but was a little small and I only noticed it after I started filling.

Yeah, was looking at the info yesterday at work.

ULP 91 = Yellow
ULP 95 = White/Green
V Power = Red
V Power Racing = Blue (if I remember correctly)

The V Power is just the old Optimax/Extreme with FMT added :lol:

Along with the V Power launch, comes an additional 2c/L off (on top of your 4c/L docket) if you spend $2 or more in store.

During the launch, there will be a "pit crew" that will fill up a customers car if they want V Power/Racing, clean the windscreens, "engage the customer," and give them a small gift.

Well when I filled up, the "V-Power Racing" was red ( which I think used to be the 95 ron ). I didn't get a "pit crew" and certainly didn't get a gift. I was able to pay with the fleet card though :bravo: so guess what fuel I'm using from now on...

Maybe its just me but i never seem to notice any difference no matter what fuel i put in, i hear people saying how their car runs SO much better with this fuel/that fuel etc but i can never pick it:(

I don't work for shell, bur do work for Coles Myer. However I'm not about to spin a story "for the sake of the company". I'm very careful about subjective testing as it's very easy to think there is a gain because you want to feel one.

In this case I filled up with 61 ltr of fuel and had been having some "fun" before I filled up, so it was pretty empty and light. When I left the servo, there was a bunch of young guys in a rice burner that were trying to act tough. I just idled out of the servo past them and punched it once on the main road. The car felt like it had more pickup than when it was almost empty.

I'll do some driving today and see how it feels.

Nutter

24-09-2006, 10:36 AM

I have no problems with them changing fuels, it was just a tad confusing to work out which was which. They did have a "conversion" sticker on the pump, but was a little small and I only noticed it after I started filling.

Well when I filled up, the "V-Power Racing" was red ( which I think used to be the 95 ron ). I didn't get a "pit crew" and certainly didn't get a gift. I was able to pay with the fleet card though :bravo: so guess what fuel I'm using from now on...

I don't work for shell, bur do work for Coles Myer. However I'm not about to spin a story "for the sake of the company". I'm very careful about subjective testing as it's very easy to think there is a gain because you want to feel one.

In this case I filled up with 61 ltr of fuel and had been having some "fun" before I filled up, so it was pretty empty and light. When I left the servo, there was a bunch of young guys in a rice burner that were trying to act tough. I just idled out of the servo past them and punched it once on the main road. The car felt like it had more pickup than when it was almost empty.

I'll do some driving today and see how it feels.

What you have said doesnt make sense....unless VZ use closed loop fuel return??

If you fill up your car and drive out of the servo the fuel hasnt hit the rail yet cause its not closed loop....so technically you shouldnt fell anything straight away....maybe all in your head?

LSavvy

24-09-2006, 11:10 AM

Yeah, was looking at the info yesterday at work

During the launch, there will be a "pit crew" that will fill up a customers car if they want V Power/Racing, clean the windscreens, "engage the customer," and give them a small gift.

Sounds like hookers crawling over you and your car!!!!:bounce:

Vulture

24-09-2006, 11:29 AM

Can anyone confirm that it is just re-badged Optimax and not a new formulation?

swingtan

24-09-2006, 01:02 PM

Nutter

24-09-2006, 01:07 PM

Nutter: I thought all the Holden V8's that were injected had return lines. I know the old VN 5lt did so I'd be surprised if they didn't continue. This was normally the easiest way to ensure consistent fuel pressure, just use a regulator in the return line. I'm happy to be proved wrong on this though.

ssute57l: You're thinking of "Kittens Car Wash" in Oakleigh.....

vulture: The V-Power "Racing" is 100RON fuel with 5% Ethanol. So it's the direct replacement for Optimax-Extreme.
The V-Power version is the replacement for Optimax. It's meant to have something "new" in it.

Gen3 onwards have the reg in the swirlpot in the tank, no return line from the rail....You can mod em to go closed loop like earlier models or even like most fords but from memory they dont come like that...or at least the ones i worked on didnt as far as I can remeber...unless VZ has changed.

You sure the car doesnt feel better cause the missing mirror? Less wind resistance ??

swingtan

24-09-2006, 01:19 PM

Could be the mirror...... but I was comparing from just before the fill to after.....

Nutter

24-09-2006, 01:25 PM

If you said you'd said you stuck it to it near your house I would have said ok you have felt extra timing advance becuase the knock sensor let it crack open after the fuel had got to the rail, but as you leave not so likley in my opionion..although now i want to know what return setup the VZ runs.

swingtan

24-09-2006, 01:53 PM

OK.... I'll have a look and see if anything is there. I wonder if there was something with the set up for DoD ? If the lifters are in, maybe there's other changes that were masde.

OK, I've had a look. No there doesn't appear to be a return line from the rails. So the question is how far could you get on just the fuel in the rails and fuel line ? It was probably 30 to 45 seconds before I got to the main road.... Start car, select trip computer trip distance, reset computer, seat belt etc. Then just idle out of the drive way, which is not the shortest ( Shell Ferntree Gully ).

Then wait for a clear opening in the traffic and take off. Admittedly it was the top end that really seemed different, 4K+ in first seemed to get a bit of a boost so I guess it's possible the new fuel had made it's way to the engine by then. Certainly after that I was trying to see if it was real or not. Today though..... well the weather has put an end to any real tests. Can tell a difference in the wet.

The jury is still out pending more testing. I'll keep an eye on economy as well and mark the use of the new fuel in my records.

Nutter

24-09-2006, 03:39 PM

I'm glad i'm still on the ball

swingtan

24-09-2006, 03:42 PM

I didn't say that....... just that you weren't incorrect :lol:

Alister

24-09-2006, 03:44 PM

Well when I filled up, the "V-Power Racing" was red ( which I think used to be the 95 ron ). I didn't get a "pit crew" and certainly didn't get a gift. I was able to pay with the fleet card though :bravo: so guess what fuel I'm using from now on...

Just got back from work, to confirm...

ULP 91 = Yellow
ULP 95 = White/Green
V Power (Optimax 98) = Red
V Power Racing (Optimax Extreme 100) = Silver

I'm not sure why you purchased it from a red pump or how you purchased it at all. Sure it wasn't standard V Power (Optimax)?
The info I had a look at today states that it won't be out until October 18, or at least that's when it will be officially launched. Rebranding of pumps etc is going on at the moment which is possibly why you believe you purchased V Power. I'm in QLD but it should be the same across all states. The info I was looking wasn't QLD specific. Could be wrong though buddy...

This V Power and V Power Racing fuel is pretty much exactly the same as Optimax and Optimax Extreme. The difference is that it contains "Friction Modification Technology (FMT)" and various other compounds. Remember when new ULP and 95 came in at Shell/Coles Express? The new aspects of the new ULP and 95 (FMT) is what Shell is adding to the Optimax/Extreme and renaming it V Power/Racing.

strife

24-09-2006, 03:50 PM

wonder how long the racing label stays until scrubby gets hold of it

swingtan

24-09-2006, 04:05 PM

Yeah I filled up at a "Coles Express" here in Melb. There were no Optimax pumps in the servo at all, but there used to be. The pump / nozzle I used was red, but certainly labeled V-Power Racing ( 100 octane 5% Ethanol ). I didn't notice a "silver" pump / nozzle at all.

Ok, here's the docket... It went through as "extreme" but was definitely a red pump ????

http://wingtang.dyndns.org/yappa-ng/show.php?size=640x640&album_name=%2FCars%2Fls1.com.au%2Favatars%2F&obj_name=V-Power_Race.jpg

Strife: I was wondering about the "negative" image that the term "racing" may bring. Funny that they would use it in todays age of litigation.....

Alister

24-09-2006, 06:10 PM

Just as I thought...
As i've mentioned before, the rebranding of the pumps is going on at the moment (there's a deadline in early October from memory). The name of the fuel in the computer is still Optimax Extreme as it is still a couple of weeks to the deadline until the name of the Optimax/Extreme are changed to V-Power/Racing.

Now the question is:
When will Shell start supplying the new fuels?
They may be doing so already.

I'll also mention that the tanker drivers are still delivering 98 and 100 octane fuel by the name of Optimax and Optimax Extreme.

swingtan

24-09-2006, 07:33 PM

I thought that too. But I know how the register systems work and it would not surprise me if they simply haven't updated the software yet. What ever it is, the car does feel different. It has an angrier note to the exhaust so I'm sure it running more advance. Any one who has worked on cars for a while and done there own tuning will know how a motor will sound different depending on the amount of advance it's running. Mine sounds like it's picked up advance.

One other point I thought of today. Maybe the last lot of Optimax was an old mix and had gone off. That would also explain the difference. But that would mean I did the cruise last week with off fuel and that may get a couple of others a bit upset......

Thumper

24-09-2006, 07:37 PM

I'm envious of these fuel choices you guys have available, in NZ Shell will not market a 98 octane, they claim it's not required, even quoting Holden who say that 95 is "adequate", despite my protests that point out that it may not harm the engine, but will never allow it to achieve maximum power.
Well I have voted and gone to BP Ultimate, when ever i can - no servo stocks it locally, it's 160km away.
Must say, in NZ, Shell seem to be unwilling to promote anything to do with performance, it's a shame because they were the leaders in Motorsport sponsorship, and it gained a huge following which has disappeared.
In fact, their servos are always the shabbiest, and the service poorest, which saddens me, because I worked for them for 30 yrs.

Dug

24-09-2006, 08:09 PM

Well, i gotta say that I haven't filled up at a Shell servo since the first time they changed the formula for optimax, and I had 3 tanks of fuel that made my car run like a dog. Much higher fuel consumption, less responsive, and just in general a not pleasant drive.

Changed to the good BP stuff, and have not looked back since.

Even in my Mini i run the BP Good stuff, but with the octane booster (cause it's a 40 year old car) and even that runs better than it ever did on the shell stuff.

So, to be honest, unless someone can really convince me that there is anything wrong with the BP stuff, i'm not even going to bother with trying the new Shell stuff.

As per usual, just one person's opinion (however, i must point out, I am pretty clever! ha!)

swingtan

24-09-2006, 08:24 PM

Dug

24-09-2006, 08:30 PM

Hey, the only reason I use Shell is because that's were the the fuel card works. I'd go shopping around to see if anything else was better, but I'd have to actually "pay" for that. Personally I don't have a preference "quality" wise.

If I had to pay when I bought fuel though, then I'd go round testing them all out. But seeings it's part of the lease agreement, there seems little point.

Well, i can't really argue with that can I. I'd be doing the same (to be honest, i am a lot less picky when it comes to my work car, however that's not exactly a rocket ship - if anyone want's proof, next weekend, keep an eye out at Philip Island Racetrack for a Yellow Hyundai Getz with 17inch Red Simmonds rim's rocketing around in the 6-hour regularity!

Alister

24-09-2006, 09:38 PM

swingtan: Had you used Optimax Extreme before this?
V Power/Racing has no performance gain over Optimax/Extreme. It is pretty much the same fuel apart from FMT and other compounds (according to what the managers info states).
But yeah, you may just have purchased true V Power Racing as who knows when Shell will start rolling out the fuel, they may have begun already. They would have to do it before the actual launch.

swingtan

24-09-2006, 09:49 PM

Nope, I must admit that this is the first time I've used anything other than Optimax. I didn't think that the difference in octane rating would be so great so never really worried about it. Perhaps the 98 octane was just low enough for the computer to drop the advance curve. I'll run a few tanks and see what the difference is.

SS Enforcer

24-09-2006, 10:20 PM

You would probably find that the fuel being delivered to the servos is allready the new stuff.
Rather than pumping out the tanks and replacing the current fuels they just load over the top of it and blend it in, so it will take a few weeks to get the old stuff out of the system.

They can't advertise they are selling the new stuff at a particular site until the fuel in the ground is up to spec.

I drive a tanker and have seen this hapen before.

They also don't usually have much storage capacity allocated for High Performance fuels at the refineries or terminals so they would probably have been mixing the new product in for a while allready.

cheers

ti0350

24-09-2006, 10:26 PM

I've only had my LS1 2 weeks, 1st week I filled up at shell red pump, second week I went BP ultimate my fuel economy has dropped heaps on the BP and the car feels better when you give it a bit..

Dug

28-09-2006, 06:17 PM

I've only had my LS1 2 weeks, 1st week I filled up at shell red pump, second week I went BP ultimate my fuel economy has dropped heaps on the BP and the car feels better when you give it a bit..

I find the same with the BP stuff - however i also find that it varies from Servo to Servo - probably the high turnover servo's don't tend to have stale fuel so much.

Alister

28-09-2006, 10:03 PM

Yep, they started delivering the V Power/Racing in September so if you fill up, you're probably getting the new stuff.

SS Enforcer

30-09-2006, 03:21 AM

Deliveries of the new stuff started officially on the 20/9 , the total roll out is scheduled to be completed by 17/10 .

------------------------------------------------------------------------
ti0350

" I've only had my LS1 2 weeks, 1st week I filled up at shell red pump, second week I went BP ultimate my fuel economy has dropped heaps on the BP and the car feels better when you give it a bit"
-------------------------------------------------------------------------

If you filled at a red pump before it would have been 95 octane fuel so naturally you car will run better with BP ultimate which is 98

cheers

Alister

30-09-2006, 05:20 PM

For some reason, at certain outlets the V Power Racing (Optimax Extreme) is being tagged red, the same as V Power (Optimax). NFI why this is happening...
There are separate stickers on the pump covers which say that V Power Racing (Extreme) is silver, when they've put red sticks and a red handle on it.

swingtan

30-09-2006, 05:36 PM

Yeah, it's good isn't it..... I don't really care now as it seems to be OK and the fleet card lets my fill up with either, but I know wich I'll be aiming for.

Vulture

30-09-2006, 05:45 PM

Will be interesting to see whether this fuel will outperform the BP Ultimate (98) which seems to be the fuel of choice despite giving away 2 points in octane rating to the Shell fuel.

swingtan

30-09-2006, 06:07 PM

Well I may try a 0-100 test tomorrow. I may be able to borrow a G-Meter so if my back is up to it I'll post some results.

phunky_monkey

01-10-2006, 06:55 PM

I filled up with V-power 98 on friday night, seems alright, couldn't notice a difference from Optimax so far.

Goggles

27-11-2006, 07:37 AM

VooDoo

27-11-2006, 07:59 AM

The V-Power Racing (100) made no differance to my car at all.

swingtan

27-11-2006, 08:16 AM

I've been mixing it up a bit, depending on what has been available. I have plain V-Power at the moment as the "racing" pumps were OOO last time I filled up. Is there a difference? I don't know. I never got the G-Meter to test with but I did run V-Power racing when I went to Heathcote and ran the 13.8, full street trim + passenger. The car still does this funny 4K rpm pick up just after a refuel, so maybe the ECU picks up that the tank has been filled and resets the spark curve to "learn" the new fuel? From my long term testing in the VX though, I learnt the following about Optimax.

On regular ULP, my VX SS would ping badly at regular intervals. Once on Optimax it rarely pinged.
As far as I could tell, Optimax gave no appreciable "increase" in distance traveled between refills.
Optimax "may" have given the car more power, but this was never proved to be so.
The average cost per KM traveled, increased, with Optimax.

The fact that the car stopped ping-ing ( or pink-ing, if you're of that school ) was sufficient to make me stick with the higher octane fuel.

However, given that the VX was a lease vehicle and the VZ is also a lease vehicle with all fuel costs built in to the lease agreement, I'm sticking with using V-Power or V-Power racing as much as possible.

XLR8 V8

27-11-2006, 08:30 AM

I tried Optimax Extreme (now VPower Racing) when it first came out. My head and arse (same say they are the same thing :lol: ) both felt the car had a stronger midrange urge. Only problem was that my fuel consumption went through the roof. I haven't put Shell fuel in my car since. Changing back to BP98 was a good compromise of power vs. being able to afford to fill the tank.
I've now changed to Caltex Vortex 98 and the car loves it.

Have to put Shell fuel (standard ULP) into the work car though .... the bosses wouldsure have words if I didn't :D

swingtan

27-11-2006, 08:49 AM

Got to love the lease package for that. Use as much fuel as you can and the lease price stays the same :bravo: :bravo: :bounce:

I just re checked the figures on the VX. Over 5 years I averaged 15lt/100KM traveling around 80KM per day in Melb Peak hour traffic ( sth Eastern in the morning and Eastern Fwy, Springvale Rd and Burwood Hwy in the arvo ). Over all I think I the VX did pretty good, the best mileage I got though was 31.6MPG or 8.99lt/100KM on a trip to Eden.