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Dealers accept cost of V-Power diesel

05 December, 2006
Page 4 

Shell's new premium diesel has been launched on 31 sites in the south east

Shell dealers could face having to install new tanks and pipework if they want to sell the new premium fuel V-Power diesel, launched last month on 31 co-owned forecourts in the south east. The new diesel is retailing at 6ppl more than standard diesel, and Shell claims it is the first UK fuel to use a synthetic component made from natural gas.
John Rasmussen, director of Shell Retail in the UK, said the company was investing 15m in the launch and would offer the product across its entire branded network once supply and logistics issues had been resolved - not likely for dealers until the latter part of 2007: "Until now we've generally pursued a two-to-one strategy - two grades petrol and one grade diesel - so there will be some work to do accommodate the extra grade."Gloucestershire-based Guy Warner said: "V-Power petrol now accounts for around 8% of our volume and the marketplace is moving towards higher performance diesel cars."The infrastructure would be a bit of a challenge, but I'm not looking at it with contempt." Justin Taylor, general manager at Winford Road Garage near Bristol, said he would definitely invest in some site adjustments to sell V-Power diesel.