HOUSTON, TX: Shell Oil is promoting diesel and other alternatives to gasoline at the North American International Auto Show in Detroit, next week.
Engine-component maker Bosch will join Shell and Audi as a sponsor of the show. Roundtable speakers will include Dr. Dennis Assanis from the University of Michigan and Casey Selecman from CSM Auto.
The company will be holding roundtable discussions with press on emerging fuels, such as ethanol, bio-diesel, and hydrogen.
Shell spokesperson Anne Peebles said the company is hoping to boost diesel's profile in the US, as more automakers, including Volkswagen, GM, and Chrysler, expand their diesel offerings.
Volkswagen has diesel versions of several of its cars, and Chrysler in 2004 bowed a diesel version of its Liberty compact SUV.
"The conversation we are having is about changing consumer perception," said Peebles. "We want to put diesel back on peoples' shopping lists, by talking about [how] it's not your grandfather's diesel."
The company is also partnering with Audi, which developed a diesel-powered car that it may enter in the Le Mans series. The car will be unveiled at an Audi event, "Designer's Tuesday," in Pasadena, CA on January 3. Dan Little, Shell's US fuels marketing manager and other Shell executives will be on hand to speak to reporters about the company's fuels strategy.
It will also co-sponsor, with Road and Travel Magazine, the International Car of the Year awards in Detroit.