Edit
Fuels

Shell, Harley-Davidson Form Alliance

And Juan Pablo Montoya pumping gas for Texaco

HOUSTON -- Harley-Davidson Motor Co. has begun an alliance with Shell Oil Products US that will soon place all of the more than 14,000 Shell-branded stations on the motorcycle maker's online Harley-Davidson Ride Planner, where riders will find Shell V-Power premium gasoline. As part of this alliance, Shell also will be the exclusive fuels sponsor of the Harley-Davidson 105th Anniversary Celebration in August 2008.

Harley-Davidson's web-based Ride Planner allows motorcyclists to plan their trip using an interactive map. The Ride Planner also identifies [image-nocss] the locations of authorized Harley-Davidson dealers and soon, fillups at Shell-branded stations. While American motorists have long been able to look up Shell-branded gasoline stations on the Internet by city or ZIP code, Ride Planner soon will allow riders to identify the locations of all Shell-branded stations along any route.

Riders will even be able to get an aerial view of the station and its surroundings prior to the trip. Riders looking for route suggestions should be sure to check out the roads overlay that will present highlighted routes on the map with an overview, rating and reviews by other riders.

As the exclusive fuel sponsor of the 105th Anniversary Celebration, Shell will join Harley-Davidson in marking the occasion through several soon-to-be announced activities.

Harley-Davidson is expecting more than 100,000 Harley owners and enthusiasts to converge in its home town of Milwaukee, for the Aug. 28-31, 2008, celebration events that cap the biggest anniversary ride in the company's history. Ride participants can follow one of 25 routes from 105 starting points across the country beginning Aug. 17, 2008.

The alliance between Shell and Harley-Davidson includes Shell's designation as the exclusive fuels sponsor of the Harley-Davidson 105th Anniversary activities and visibility of Shell in the online Harley-Davidson experience.

Shell Oil Products US, a subsidiary of Shell Oil Co., has a network of approximately 6,100 branded stations in the western United States. Shell Oil is an affiliate of the Shell Group. Motiva Enterprises LLC refines and markets branded products through approximately 8,100 Shell-branded stations in the eastern and southern United States. Shell Oil is a 50% owner of Motiva with Saudi Refining Inc.

Separately, Texaco/Havoline, the primary sponsor for NASCAR driver Juan Pablo Montoya, will give race fans the opportunity to meet its driver and crew at a local Texaco station in Fort Worth, Texas, on November 1, heading into this weekend's race at Texas Motor Speedway. In addition to meeting Montoya and the team, local customers and fans will also have the opportunity to win various prizes including gift cards, autographed Montoya photographs, caps, t-shirts and numerous other No. 42 Texaco/Havoline race team merchandise.

Montoya and his No. 42 crew will stop by a Fort Worth Texaco station from 4:30 to 6:30 p.m. on Thursday, where they will be pumping Texaco fuel for customers, and also plan to challenge patrons on the No. 42 pit stop simulator in the parking lot.

Texaco/Havoline teamed with CBS radio's local Live 105.3 for the promotion, the Official Broadcast Partner of Texas Motor Speedway. The station's prize vans will be out all week at local Dallas/Fort Worth Texaco stations handing out gift cards during the morning commute.

Want breaking news at your fingertips?

Get today’s need-to-know convenience industry intelligence. Sign up to receive texts from CSP on news and insights that matter to your brand.

Trending

More from our partners