Shell’s model cars a hit among consumers

FOR the past couple of years, consumers of Shell fuel have been having a lot to look forward to when the Formula One (F1) season kicks of globally, usually around March.

Since 2007, Shell Malaysia, in conjunction with Shell’s partnership with luxury car manufacturer Ferrari, has been offering limited edition model cars to patrons at its petrol stations nationwide.

Customers, both existing and new, will certainly be going crazy again this year as Shell Malaysia recently launched its latest set of seven limited edition Shell-Ferrari model cars.

As Shell Malaysia Trading Sdn Bhd & Shell Timur Sdn Bhd managing director Datuk Mohzani Abdul Wahab explains, the campaign is essentially a great marketing tool for the company.

“This is the third year that we are launching the model cars. We sold more than two million units in 2007 and about three million last year. This year we hope to sell more than three million units,” he tells StarBizWeek.

The seven models available in the latest Shell-Ferrari collection are the 430 Scuderia, FXX Evoluzione, 599 GTB Fiorano, 612 Scaglietti, 360 GTC, the Yellow Enzo Ferrari and the Formula One 2008. The campaign ends on May 11.

Each car is a detailed 1:38 scale replica and five of the cars have a unique ‘touch-steering’ function on the underside, giving directional control of the cars.

This function allows owners to programme the model cars to steer up to 15 different directions for each pull-back.

Mohzani says the cars are targeted at customers aged six to 60.

“Our model cars have a mass appeal and following. Children love playing with them and we also have adult collectors,” he says, adding that there is also a special ‘collector’s garage’ available for purchase for customers to store the cars. Up to seven cars can be stored in the garage.

Mohzani says some customers buy the cars based on colour while others have a specific model preference.

The cars can be bought by fuelling up at any Shell station nationwide with a minimum of RM40 spent on Shell V-Power Racing, Shell Super, Shell Regular or Shell Diesel.

Those who fill up with Shell V-Power Racing can purchase the model cars at a special price of RM6.90 each, while those filling up with Shell Super, Shell Regular or Shell Diesel can purchase it at RM8.90.

Mohzani says he expects sales (for the model cars) to be robust this year despite the current economic downturn.

“So far we’re happy that sales are within expectations. We have maintained a very reasonable price for the cars and we have also added newer components (like the touch-steering feature) which would provide added value for our customers.”

Another thing it is maintaining is the level of investments allocated for advertising to promote the Shell-Ferrari model cars.

Advertising channels are via print, radio and television, including one which features seven-time F1 champion Michael Schumacher endorsing the cars.

Mohzani also says that the campaign helps boost the sales of it Shell V-Power Racing fuel.

“It also helps to promote our Shell V-Power Racing fuel which was developed through Ferrari. Depending on location, we sometimes see a 50% increase in consumption for the fuel during the campaign, as more take the opportunity to try the premium fuel.”

He adds that the model cars are intentionally priced lower for those who purchase the Shell V-Power Racing fuel.

“It is the Ferrari fuel for the road and by pricing the cars lower, we are able to reward those who have an appreciation for power and performance, values shared by both Ferrari and Shell V Power Racing customers.”

The campaign also helps boost awareness for its engine oil. Customers can also get two Shell-Ferrari model cars with the purchase of its Shell Helix lubricants.

Mohzani says there has been an ‘uplift’ in sales for its Shell Helix motor oil during the campaign.

“It also helps us to defend our market share in the motor oil segment,” he says.

The campaign is also held to promote the F1 season, which kicks off on March 29 in Melbourne, Australia. Malaysia will host the second round of the race from April 3 to 5.

“The campaign helps to create better awareness of F1. Today, even kids can tell you who the F1 drivers are!

“It also helps to highlight our partnership with Ferrari, which has been on-going for 60 years,” Mohzani says, adding that the Shell-Ferrari tie-up signifies one of the most successful partnerships in motorsports.

“Shell fuel is exclusive only to Ferrari F1 team, which to date has won 12 drivers’ titles and 10 constructors’ titles,” he says.

Through the partnership with Ferrari also, Shell Malaysia will be organising various F1-related activities leading up to the Petronas F1 Malaysian Grand Prix, such as roadshows at it Shell stations nationwide.

It will also be hosting special roadshows at selected shopping malls where a Ferrari F1 car would be displayed.

Mohzani adds that it has a host of activities lined up during the F1 week in Malaysia.

“We do have access to the (Ferrari F1) drivers to participate in our promotional activities that will certainly appeal to the Malaysian public, especially fans of the Ferrari brand and loyal customers of Shell.” – By EUGENE MAHALINGAM