Table of Contents
- DATAMONITOR VIEW
- ANALYSIS
- All of the major fuel retailers have launched a premium fuel offering
- Shell has been active in the premium fuels market since 2001
- Agip launched its premium BluDiesel in Italy in 2002
- BP started selling premium petrol and diesel in Europe in 2003
- Total Excellium was launched in France in 2005
- Across Europe, premium fuels have achieved mixed penetration rates
- Premium petrol and diesel account for the highest proportions of fuel
sales in Portugal and Spain
- Portugal is the only market where premium fuels account for over 10%
of fuel sales
- In Spain, premium petrol and diesel also account for a substantial
proportion of fuel sales
- The penetration of premium petrol in the Netherlands is the second
highest of the markets covered
- Premium fuels have made average penetration into the UK motor fuel
market
- In France, both premium petrol and premium diesel have achieved
limited penetration in the motor fuel market
- Of the markets covered, premium fuels have achieved the lowest
penetration in Ireland
- The major premium fuel retailers have all launched large marketing
campaigns
- ' Improved engine care' is the core marketing message of premium petrol
promotions
- ' Environmental protection' is the core marketing message of premium
diesel promotions
- Shell seeks to differentiate the V-Power brand by focusing on movement
- BP' s Ultimate brand is aimed at drivers who have a keen, technical
interest in cars
- Total has focused the core of its marketing campaign on fuel efficiency
- APPENDIX
- Definitions
- Further Reading
- Notes
- Ask the Analyst
- Disclaimer
- List of Figures
- Figure 1: Shell' s premium V-Power fuel is available in 16 European
markets
- Figure 2: Agip premium fuels are available in three of its 11 European
markets
- Figure 3: Premium fuels are available at almost all of BP' s service
stations
- Figure 4: Total premium fuels are available at a minority of its sites
- Figure 5: In Portugal, premium petrol and premium diesel sales account
for similar proportions of overall petrol and diesel volumes
- Figure 6: In 2006, 785 million liters of premium petrol and diesel
were sold in Portugal
- Figure 7: Premium diesel outsells premium petrol by almost three
liters to one
- Figure 8: In the Netherlands, around 80% more premium petrol is sold
than premium diesel
- Figure 9: Premium petrol and diesel account for around 5% of fuel
volume sales
- Figure 10: In France, premium diesel accounts for a higher proportion
of sales than premium petrol
- Figure 11: In Italy, premium diesel outsells premium petrol by one
liter to four
- Figure 12: Premium petrol and diesel account for a small fraction of
the Irish market
- Figure 13: 35% of respondents cited ' improved engine care' as their
main marketing message for premium petrol
- Figure 14: 40% of respondents cited ' environmental protection' as
their main marketing message for premium diesel
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