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If you’re an auto enthusiast, you probably have a favorite gas station. If not, you probably at least have a favorite chain. Maybe it’s the station closest to your home or your job; maybe it reliably stocks all of your favorite road trip supplies. Or, maybe (and especially if you’re tuned) your favorite gas station simply has the best gas. And if you ask a lot of enthusiasts who has the best gas, you’ll often hear the same name come up a lot: Shell.
It’s with good reason. Virtually every time gasoline blends are objectively compared, Shell’s comes out at (or near) the top, making it a prime candidate for those of us whose cars are, for whatever reason, particularly sensitive to fuel quality—something Shell takes seriously enough to excel at.
But what if you pull up to a Shell station only to be greeted by a sign saying that the fuel being dispensed there isn’t actually Shell fuel? Yes, this sign is real. We know that because we reached out to Shell to ask about it. While Shell has a great deal of control over its gasoline suppliers, that isn’t as universally applicable to its diesel sources, and that’s why this sign was displayed at the station posted on Facebook.
Call it a gentle reminder that there’s more to fuel branding than whatever you see on that 80-foot sign hanging over the freeway exit. The fuel supply chain is set up such that many fuels are actually sourced from just a few larger suppliers; frequently, the additives in your station’s signature blend are all that separate it from generic dinosaur juice.
“At select Shell-branded retail locations, diesel fuel may be supplied by a third party rather than Shell,” a Shell spokesperson told us. “In those cases, signage is used to inform customers that the diesel fuel is not a Shell-branded product.”
“The decal referenced in this instance applies only to the diesel fuel offering,” the spokesperson said.
Sure enough, if you look carefully, you’ll note that the pump in the pic does in fact dispense both gasoline and diesel. The positioning of the sticker beneath the ethanol disclosure (and next to the gasoline pump handle) is a bit misleading, admittedly, but the strategic use of the word “fuel” rather than gasoline does support Shell’s official stance.
Like its gasoline, Shell’s diesel blend is well-regarded by consumers. So take note, oil-burners: Make sure you’re getting what you think you’re paying for.
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Byron is an editor at The Drive with a keen eye for infrastructure, sales and regulatory stories.
