Excitement builds ahead of Shell's 'extreme' challenge final

Many have seen the “Driven to Extremes” show on the Discovery Channel, but few may be aware that Shell is offering viewers a chance to put their driving skills to the test in similar fashion.

The “Shell Helix Can You Handle the Extreme” is a public event that will be held in November in South Africa. Winners from national competitions held by Shell in each country are sent to compete in the challenge, which includes a large number of off-road stations.

The original show on the Discovery Channel featured true extreme conditions, including -50 degree C temperature in Siberia, +50C temperature in China’s Taklamakan Desert and the most demanding off-road conditions in southern Malaysia during the monsoon season.

Among the team members were former F1 driver Mika Salo, Academy Award winner Adrien Brody, and a bunch of top mechanics from the UK.And before the Driven to Extremes final event starts at the end of the year, Shell took the chance to invite a group of journalists to experience this challenge in South Africa.

Unfortunately, the conditions that the team faced during their filming of the Discovery show were too extreme for the public, and organisers prepared a much easier programme that resembled basic off-road training rather than adventure driving.

Nevertheless there were some spectacular venues that journalists were taken to (by shuttle bus) for some fun driving, such as the treacherous Atlantis Sand Dunes, an off-road training course as well as driving in a game reserve. A fleet of user-friendly Land Rover Discovery 4s, instead of the modified Nissan Patrol used in the expeditions, were provided for participants.

“As we approach the final event, the excitement is building. The programme is being aired, giving people around the world the chance to see exactly what sort of conditions the vehicles, competitors and engines have to endure,” said Shell Helix global brand manager Leila Prati.

According to Shell, its Helix fully synthetic motor oil is five times more effective in removing sludge from dirty engines than normal mineral oil, offers greater fuel efficiency and easier cold starting, maintains viscosity and stays in grade throughout the oil-change interval, and provides smoother and quieter engine operation.

Prati said Shell Helix has a global market share of about 8-9 per cent. Major competitors include BP, Castrol and Mobil.

However from now to 2018, the region that is expected to lead the growth for Shell Helix comprised of Thailand, Malaysia, Indonesia and China.

“There is a slowdown in Europe and America, where the only emerging market is Brazil,” she pointed out.

“More people are buying cars in Asia, and they need to fill them with engine oil,” she added.As much as 60 per cent of Shell Helix sales take place in Asia.

Prati said Shell Helix has a strong image in Thailand. “We want to offer products that are breakthroughs in terms of performance and technology, and be an innovative energy company. And we want to communicate those qualities to our customers.” 

She said Shell is hoping that customers in Asia would follow the footsteps of their European counterparts.“In Europe, consumers choose fully synthetic engine oil to reduce emission levels, which in turn give them special tax discounts,” she said.

Since European auto-makers are highly concerned about meeting stringent emission standards, they try to produce cleaner cars with a better fuel economy.

“Lubricating oil is a major contributor to lowering friction, and the Shell Helix DNA is all about ‘cleansing’ or removing particles from the engine and allowing the owner to keep the car for a longer period,” she said.