The filling station brand, Jet, has launched a new dual range of ultra-premium fuels. Their latest products, Jet Ultra Premium Unleaded and Jet Ultra Premium Diesel, are available at filling stations that offered their former premium fuels.

The well-known name in the fuel world has also made over their forecourt image, but will their announcements tempt you to switch to their premium fuel?

New fuels

To make the energy to drive your vehicle forward, your car’s engine injects fuel into a chamber to mix with the air (combustion), which creates carbon deposits that stick to vital injectors, valves, and cylinders, and may impact emissions and fuel efficiency, etc.

Actual benefits of using premium fuels (e.g. how well they clean) varies. Factors like other fuels you’ve used, the age and condition of your car; road conditions, your driving style, and journey time. Performance improvement may be more noticeable in high-performance cars.

Jet boasts that both new products contain more of their powerful anti-corrosion additive and use strong detergents that deep-clean and attack dirty deposits, improving acceleration and providing a smoother drive.

By coating these key components with a special film, Jet claims these products will prevent future build-up, which can help your engine to work better and prolong its life.

The brand says their results are the outcome of laboratory and engine research and tests by a world-leading road fuel detergent provider and that the detergent in their ultra-premium fuel undergoes world-recognised engine testing standards.

Jet says all their road fuels are “sulphur-free”—containing a sulphur content level of less than 10mg/kg—and their additives are expert-approved.

Jet-ting into the future

Phillips 66 — who owns the Jet brand and markets under its name—is an international, integrated energy firm that has a Humber refinery in Lincolnshire with a crude oil processing capacity of 221,000 barrels per day.

The Jet brand, who developed the contemporary design in response to feedback from dealers and consumers and say they’ve incorporated an array of improvements, unveiled a fresh image prototype at a new company-owned site—Jet Abbeyside, in Selby, North Yorkshire..

Oliver Müller, Retail Business Manager at Phillips 66, said:

‘Our dual range of Jet Ultra Premium fuels and our four-price LED-lit pole sign design are key elements of Jet’s new-look forecourt.

‘The pole sign mirrors our new soft-angled canopy design, while our Jet Ultra branding is an eye-catching ultramarine blue which stands out on the forecourt.

‘Introducing an attractive and recognisable premium fuels offering was one of our main objectives for 2019.

‘We commissioned independent consumer research, which showed that there is a willingness among consumers to try a new brand of premium fuels.

‘We wanted to tap into this opportunity and provide our dealers with a premium fuel product offering which not only complements their existing fuels mix but also puts them in a stronger position with their customer base.’

Jet says the makeover creates a welcoming environment that’s still the distinctive Jet brand.

Their company-owned sites plan to pilot the prototype before a further trial at several independent Jet filling-stations later this year.

Mary Wolf, Managing Director of UK Marketing for Phillips 66 Limited, said:

‘We are proud of Jet’s UK heritage, and we are dedicated to remaining a strong, reliable brand that is competitive in the market.

‘We’ve listened to the consumer, and to our dealers and have developed a new image that is modern and inviting and provides a safe, friendly, clean environment for consumers.

‘By strengthening our brand and reimaging our forecourts we will support our dealers to better compete in today’s challenging fuel market.’

Burning money?

If you fill up with premium fuels in high-performance cars or hot hatchbacks, you’ll notice the improved throttle response, the engine will rev more and should deliver more power.

Premium diesel can have a higher cetane rating than diesel, igniting quicker when injected into the compressed air in the engine.

It’s rare for the higher cetane rating to mean anything to the engine, as manufacturers now make diesel engines to strict standards to make little difference, but the effect using a premium diesel has on your car gives the engine a good clean.

Premium fuels are more so luxury products because the components are more expensive to create, making the price higher and, although built for unleaded petrol, it’s worth filling up high-performance cars or hot hatchbacks with super unleaded for longer journeys—or every 1,000 miles—just to give the engine an extra boost and keep it at full potential.

It’s also good practice to fill up with a premium diesel every 1,000 miles or before lots of long journeys, as this will help to clean out the engine and remove any residual soot or particulates.

While the cost may seem expensive, this habit will save you money in the long run by extending the life of the engine and helping to reduce the need for repairs and engine maintenance but unless you have money to (literally) burn or drive a high-performance car, it’s unnecessary to use premium fuels instead of regular fuel.

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Do you use premium fuel? Do you think premium fuels are worth the money? Share your opinion in the comments.

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