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11 May 2011

Z is for New Zealand

The largest piece of consumer research in a decade will result in one of the world’s most prominent brands being replaced in the New Zealand fuel market by something entirely Kiwi.

In April 2010, Shell’s fuel business in New Zealand was sold to the New Zealand Superannuation Fund and Kiwi infrastructure company Infratil for NZ$695 million. Greenstone Energy is the company that owns and operates these assets.

“When the Shell business was purchased, we set about trying to understand what consumers actually wanted in a retail fuel company, how they felt about this sector and the companies operating in it,” said Greenstone CEO Mike Bennetts.

“This became the biggest piece of industry-specific consumer research in a decade, touching 17,000 consumers. The insights we’ve gained from listening to our customers and those of our competitors have seen us radically rethink our business.”

Mike Bennetts said the most immediate and visible change would be the largest and most visible rebranding exercise in recent New Zealand history.

“Our customers told us loud and clear that the way we think about ourselves as Kiwis – our national identity - is changing fast. We’ve shifted away from the number 8 wire Kiwi battler stereotypes to a more confident and assured sense of our place in the world.

“The research was overwhelming in reinforcing the desire of New Zealanders to support world class Kiwi companies, celebrate success, and take on the world and win.

“We’re already taking on the world through bringing a major international energy brand into Kiwi ownership to compete against the multinationals and we’ve decided we have a much more compelling story to tell under a distinctly Kiwi brand,” said Mike.

“The desire expressed in the consumer research for a distinctly Kiwi identity has led us, through a lengthy and thorough process, to arrive at our new identity as simply ‘Z’. Z – pronounced ‘Zed’ – is the first letter of the last word of the country to which our business is solely committed.

“The Z brand will provide a visual point of difference and customers will know they’re supporting a Kiwi company. However, consumers have told us while they will support a world-class Kiwi company, being Kiwi alone is not enough. We agree. The new brand represents visually what will be a complete overhaul of our customer offer.

“With the Z brand we will offer cafe quality food and coffee. We will continue to sell world-class fuels and will differentiate ourselves by committing to a level of forecourt service for people that want it, and support New Zealand suppliers where possible. We will also be giving back to communities in which the Z brand is based. The main difference over time, however, will be a Kiwi attitude.”

“We reckon that customers deserve better than what they’ve been getting and we reckon New Zealand is ready for a change,” said Mike.

“With every Kiwi now a shareholder in our business through the ownership of the New Zealand Super Fund, we’re committed to setting a new standard, putting the customer first and working to become a world-class Kiwi company.”

Who is Z Energy?

Some months ago New Zealand company Infratil Limited and the Guardians of New Zealand Superannuation got together and bought Shell's New Zealand downstream business. We called our company Greenstone Energy.

From one end of New Zealand to the other, we sat people down, and asked them what they wanted out of a New Zealand fuel company. You told us the idea of a New Zealand energy brand, run by Kiwis and with a heavy dose of New Zealand attitude is compelling.

We needed a brand that helps us convey this. So we came up with Z Energy.

Z Energy now owns and manages these businesses, which include:

• a 17.1 per cent stake in the New Zealand Refining Company
• a 25 per cent stake in Loyalty New Zealand who run Fly Buys
• over 220 service stations
• about 100 truck stops
• pipelines, terminals and bulk storage terminal infrastructure around the country.

Z Energy supplies fuel to retail customers and large commercial customers like airlines, trucking companies, mines, shipping companies and vehicle fleet operators.We also provide bitumen to roading contractors and manufacture ingredients used in detergents and other household products.

Most of Shell New Zealand's people came across with the sale and are now part of the team here at Z. It's important that you know that some things will stay the same and that’s our people and our commitment to quality fuels.

Z's aim is to build on Shell's 100-year history in New Zealand, adding a little Kiwi attitude and providing a different experience - one that New Zealanders have told us they want.

The Z difference

How do we know what you want? Well, first things first, before we touched anything we shut up and listened.

Across the country we talked to people, we gave them a coffee and a sandwich, spoke to them about our plans and our hopes, and some of our hunches – and then we listened.

With our size and distribution network, and our Kiwi can-do attitude, we reckon we're better placed than any other company to deliver on what you told us you want.

We’re determined to deliver like no one else – with pride and purpose. From helping people get to where they need to go with the fuel we provide, through to the care and passion for what’s happening in all the neighbourhoods we operate in.

12 April 2011

Temporary closure of Shell Highbrook Truckstop/Service Station

On Thursday 14th April Shell Highbrook service station and truckstop on Highbrook Drive will be closed between 12 noon and 6pm. We apologise for any inconvenience. However you can still fill up at Shell Harris Road service station and truckstop a short drive away.

24 February 2011

Fuel Supplies into Christchurch

Greenstone Energy – the New Zealand company that owns and operates the Shell-branded retail network – said it was re-opening more sites in Christchurch and continuous fuel deliveries to the city were being made via a fleet of trucks from Timaru.

Greenstone Chief Executive Mike Bennetts said with the Lyttelton Port closed until safety inspections had been completed, a fuel vessel had been diverted to the company’s fuel storage terminal at Timaru.

The vessel started discharging at Timaru at 10pm last night and the company currently had nine trucks continually loading and delivering fuel into Christchurch. Trucks from across the industry were lined up at the terminal for continual loading.

The vessel discharge will take 20 hours and is expected to be completed this evening.

“The industry has further fuel delivery vessels scheduled behind this cargo so there is enough fuel available to the city of Christchurch, provided people behave sensibly and only buy what they need. This is an important point - panic buying is not required and only has the potential to exacerbate short term outages at our sites.

While the Port of Lyttelton is currently closed, it appears Greenstone’s bulk storage terminals at Lyttelton have fared quite well.

“We hope testing will enable these tanks to return to service quickly which will enable fuel to be loaded from these tanks and also delivered to the city which will reduce the reliance on our Timaru terminal.

“At 11 o’clock this morning, 14 of our retail sites and four truckstops are able to trade and we expect to open more throughout the course of the following days when we are satisfied that they are safe.”

Mike Bennetts said there has been very high demand at retail and truckstop sites and that the company’s staff had coped extremely well with meeting demand during very trying circumstances. He said there would continue to be temporary outages of fuel at some sites for periods of time as new deliveries were made and supplies refreshed.

He repeated that customers should not be anxious about fuel supplies and should limit purchasing to what they really need in order to minimise supply disruption.

“Unless you really need it right now, there is no need to queue for fuel. We’ve currently got queues outside one site which is not open and has no power. Panic buying is making life more difficult for everyone and is not necessary.

“All of our people are doing everything they can to help the recovery effort despite their own personal circumstances. It is not acceptable for people to take their frustration out on people that are simply doing all that they can to help.”

Mike Bennetts said the company had a fleet of five Mini Fuel tankers working 24 hours a day delivering fuel directly into generators and heavy machinery and emergency equipment in the city in close co-operation with Civil Defence.

Operational retail sites and truckstops (subject to change and supplies)

• Belfast, Templeton, Carmen Road, Kaiapoi, Carletts Road, Southbrook, Raceway, Bryndwyr, Yaldhurst, Burnside, Bishopdale, Darfield, Brougham, Ferry Road
• Truckstops: Hornby, Templeton, Southbrook, Amberly.

16 February 2011

Upgrade of Waiouru -- temporary station closure

We will be making some significant improvements to our Shell branded service station in Waiouru over the coming months.  Included in the upgrade is a bigger shop, new toilets, plenty of parking and a picnic area for people wanting to break their journey.  There will also be a new truck stop.

To enable these exciting changes the existing station will be closed from 7 March till late May/early June.  We will still be able to supply Ultra 91 and Diesel petrol to light vehicles over this period from a temporary facility.  Unfortunately Shell V-Power won't be available and the truck stop will be closed.  The nearest Shell service stations are in Turangi and Sanson.

If you have any questions about this change please contact Greenstone Energy on 0800 474 355.

29 November 2010

The Shell Network of Service Stations Looks Set to Grow

The New Zealand Herald has an article about Greenstone Energy's plan to grow the Shell Network, which is good news for businesses using Shell Card.

http://www.nzherald.co.nz/business/news/article.cfm?c_id=3&objectid=10689213

27 September 2010

Truckstop - now with discount diesel

Your Association Shell Card has always been welcome at Shell Truckstops.  Now you will receive a discount of 10.5 cents per litre off the National Price of diesel, including gst.  This translates to an approximate saving of 5 cents per litre off the pump price, including gst.

29 May 2008

MEDIA RELEASE: SHELL V-POWER - EXPERIENCE THE PERFORMANCE OF A FUEL DEVELOPED WITH FERRARI

Shell New Zealand today launches its new premium unleaded fuel - Shell V-Power, fuel developed with Ferrari. New Shell V-Power replaces Shell Ultra-Hi (95), and is a quality fuel formulated for improved performance.

The same international Shell scientists who develop the Ferrari Formula 1 racing fuels have created a unique fuel formulation designed to remove power-robbing deposits, leading to better responsiveness and smoother acceleration compared to Shell Ultra Hi 95.

Shell New Zealand Retail General Manager, Mark Forsyth, said that Shell V-Power will be available at the pumps at the same price as Shell Ultra-Hi, meaning that customers are set to receive all the benefits of a quality fuel developed with Ferrari.

"What we've learned on the track with Ferrari you can now put in your car, directly benefiting customers without an increased cost," Mr Forsyth said.

"With a unique formulation designed to deliver enhanced everyday driving performance, Shell V-Power is designed to keep new engines running like new for longer and to help restore older engines to top condition."

This benefit has largely resulted from Shell's technical partnership forged with Ferrari over 60 years across the racetracks of the world. The Ferrari Formula 1 car provides Shell scientists with a unique cutting-edge mobile laboratory, which enables fuels to be developed and tested under the most severe conditions, benefiting from instant feedback and analysis. These findings are then used in Shell's road fuel development programmes.

The result: a fuel developed with Ferrari to help keep new engines running like new for longer, and to clean-up old engines to top condition.

I. Shell V-Power has an octane rating of 95 RON with a unique formulation developed by Shell scientists and tested with Ferrari.

II. Shell V-Power has been formulated by Shell specifically for the New Zealand market.

III. Shell V-Power contains a powerful cleaning formula designed to improve engine responsiveness by removing power-robbing deposits. By cleaning the engine fuel can burn more efficiently, enabling the engine to run more smoothly.

Mr Forsyth said today is an exciting day for New Zealand motorists, who can now fill up with a fuel derived directly from Shell's Formula 1 technical partnership with Ferrari.

Shell V-Power is available at Shell sites from Tuesday 3 June.

Shell & Ferrari - A winning technical partnership

Shell first started working with Ferrari over 60 years ago, building one of the most successful technical partnerships in the business, resulting in 12 Drivers' and nine Constructors' FIA Formula 1 World Championship titles. The relationship has also contributed directly to the development of the new Shell V-Power fuel formulation.

For the last decade, Shell's technical partnership with Ferrari has produced phenomenal results on the racetrack, and the technical partnership with Ferrari's road car department is just as strong. Every Ferrari that leaves the production line is fuelled by Shell V-Power.

In June 2007, Shell was recognised with a special award for technical excellence and innovation by Ferrari. The Ferrari Innovation Award is one of just four accolades presented by Ferrari each year amongst more than 600 partners and suppliers. The award recognised Shell's high standards of excellence, technology innovations and product development offered to the technical partnership.

Shell was also awarded the Innovation & Technology Award by Motorsport Industry in January 2008, the first time the award has ever been presented to an energy company. Richard Karlstetter, Global Technology Manager Racing Fuels, Shell Global Solutions: "Shell's involvement in motorsport at the highest level is an integral part of our extensive Research & Development programme and is a key contributor to continually improving our fuels."

Looking forward, Ferrari will benefit from even more support from Shell. Back in 2005, Shell signed an agreement that takes the long-standing technical partnership with Ferrari through to at least 2010 - and you can be sure that every kilometre driven on the track will benefit Shell's customers who drive on the road.

Shell Track Lab

In the Shell Track Lab - located within the Ferrari compound - Shell scientists conduct more than 40 tests per weekend on the Shell V-Power race fuel used in the cars to ensure that the drivers will be able to achieve peak performance at all times - in practice, qualifying and racing.

As the nerve centre of the Shell technical team over the course of a race weekend, the Shell Track Lab is a state-of-the-art, mobile fuel testing laboratory on wheels. Inside, scientific apparatus, testing equipment and computer monitoring hardware are manned by Shell's team of experts. This enables analysis of the fuel that Ferrari is using - assessing the purity, cleanliness and chemical mix - to ensure they get the maximum power and performance out of the fuel at any given race whilst ensuring it stays within FIA regulations.

By analysing the fuel mix in the Shell Track Lab throughout the weekend, Shell gives Ferrari a guarantee that its fuel quality is the very best.