SPRING, Texas -- ExxonMobil is debuting a new diesel formulation that it says can improve vehicle fuel economy—and a new branding program to support it.
The new fuel, Synergy Diesel Efficient, has a proprietary additized formula that can improve fuel economy by an average of 2% in heavy- and light-duty vehicles, according to ExxonMobil.
On-road testing by independent research laboratories demonstrated Synergy Diesel Efficient’s fuel-economy improvements, according to ExxonMobil. It would be the only fuel available in the United States that offers this benefit, the company claimed, and it noted that the improvements can vary depending on the vehicle and engine type, driving style and the diesel fuel previously used.
The new diesel also has a proprietary, detergent-based additive that can help clean fuel injectors, reduce emissions and enhance the responsiveness of the vehicle, according to ExxonMobil.
The Irving, Texas-based major oil will be rolling out Synergy Diesel Efficient to Exxon and Mobil branded retailers later this year, along with a new branding program for their diesel canopies and marketing programs that aim to draw more traffic and purchases, said Rob Wollard, Americas retail marketing manager, ExxonMobil Fuels, Lubricants & Specialties Marketing Co., Spring, Texas.
“With the Synergy Diesel Efficient fuel program, we strengthen the position of our Exxon and Mobil retail partners and help improve the performance of today’s sophisticated engines,” Wollard said.
In 2016, ExxonMobil began a multiyear rollout of its Synergy forecourt imaging and introduced its Synergy fuel suite for gasoline, which features dual detergents and an additive package designed to remove intake-valve deposits, to nearly 11,000 Exxon- and Mobil-branded sites in the United States.