Shell

Corporate brand

Royal Dutch Shell was the former name of Shell, a British-Dutch multinational energy company with a major global fuel-retail network.

Last updated November 3, 2026

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Overview

Shell plc is a British multinational energy company headquartered in London. Its activities span the oil and gas value chain, including exploration and production, liquefied natural gas, oil and gas trading, refining, chemicals, marketing, lubricants, aviation fuel, mobility, power, and selected lower-carbon energy businesses. The company operates through a portfolio of globally recognized brands, with Shell as the principal consumer and business-facing brand and additional brands including Pennzoil, Quaker State, Jiffy Lube, Rain-X and Fix-a-Flat in relevant markets. The modern Shell group originated in 1907, when the Royal Dutch Petroleum Company of the Netherlands and the British Shell Transport and Trading Company combined their operations. The combination was designed to compete with Standard Oil and other large international petroleum companies while preserving the two parent companies' separate legal identities. Royal Dutch held 60 percent of the combined group and Shell Transport and Trading held 40 percent. The group expanded rapidly through oil production, tankers, storage, refining and marketing, becoming one of the dominant international oil companies of the twentieth century. It entered chemicals in 1929 and became one of the so-called Seven Sisters that shaped the global petroleum industry from the middle of the twentieth century. Shell has repeatedly used acquisitions and joint ventures to extend its geographic and technical reach. Its historical portfolio included mining through Billiton, although that business was later sold. In the United States it acquired Pennzoil-Quaker State in 2002, bringing several automotive and lubricants-related brands into its portfolio. In Brazil, Shell and Cosan established Raízen in 2010, combining fuel distribution with sugar, ethanol and renewable-power activities. Shell's acquisition of BG Group, completed in 2016, materially increased its position in liquefied natural gas and deepwater exploration and production. The company has also been involved in major controversies. In 2004 it disclosed that previously reported proved oil reserves had been overstated, leading to regulatory penalties, shareholder litigation and the departure of chairman Philip Watts. Environmental campaigns have challenged Shell over oil spills, offshore decommissioning, greenhouse-gas emissions and its continued investment in fossil fuels. The Brent Spar dispute in the 1990s became a major corporate communications and environmental-policy turning point. Shell has subsequently presented itself as an energy-transition company, but its strategy continues to include substantial oil and gas production and investment. In 2005 the former dual-listed structure was replaced by a single UK-incorporated parent, Royal Dutch Shell plc. In 2022 the company changed its legal name to Shell plc and consolidated its share structure and branding around the Shell name. Shell remains one of the world's largest investor-owned energy companies, with businesses in upstream production, integrated gas, chemicals, products, renewables and energy solutions. Its current strategic challenge is to balance returns from oil and gas with lower-carbon investment, emissions reduction, regulatory obligations, investor expectations and changing customer demand.

History

Shell's history combines two predecessor businesses. The Shell Transport and Trading Company was established in London by Marcus Samuel and his family, whose original business traded in antiques and later expanded into importing oil and transporting it by sea. Royal Dutch Petroleum developed oil production in the Dutch East Indies. Competition in global oil markets encouraged closer cooperation, and in 1907 the two companies created an alliance that combined Royal Dutch production with Shell's shipping, trading and distribution strengths. The new group expanded internationally during the early twentieth century. It invested in exploration, tankers, refineries, storage, service stations and research. The shell symbol, inherited from the trading company's name and repeatedly modernized in graphic form, became a practical mark for a geographically dispersed network. Shell's integrated structure allowed it to move crude oil and refined products through multiple stages of the value chain, supporting a recognizable consumer brand while also serving industrial and government customers. After the Second World War, Shell participated in the expansion of global petroleum production, refining and petrochemicals. Its research organizations worked on fuels, lubricants, catalysts, engines and production technologies. Shell service stations became an important public expression of the brand, and Shell-branded motor oils and fuels were marketed around claims of cleanliness, protection, efficiency and performance. The company also developed major positions in natural gas, LNG, chemicals, aviation fuel, marine energy and international trading. The oil shocks and environmental controversies of the late twentieth century influenced Shell's public identity. The company increasingly communicated around energy efficiency, environmental management, scenario planning and sustainable development, while continuing to invest heavily in oil and gas. The 1995 Brent Spar disposal dispute and later controversies involving oil-producing regions, spills and community impacts made Shell a recurring subject of activism and public scrutiny. These episodes contributed to a lasting tension between the brand's innovation and sustainability messaging and criticism of its fossil-fuel activities. In the twenty-first century, Shell expanded in LNG, deepwater production, oil trading, chemicals, retail convenience and lubricants while acquiring or investing in selected renewable-energy and power businesses. In 2016 it completed the acquisition of BG Group, strengthening its LNG and international gas portfolio. The company subsequently pursued a more explicit energy-transition strategy involving renewable power, electric-vehicle charging, hydrogen, biofuels, carbon capture and nature-based solutions, though the scale and speed of those investments have changed over time. Shell simplified its legal and governance structure in 2021–2022 by moving to a single share line and relocating its tax residence and headquarters structure to the United Kingdom. Royal Dutch Shell plc became Shell plc, but the consumer-facing Shell name and scallop logo remained. In the 2020s, management under Wael Sawan emphasized financial performance and capital discipline, maintained a major role for oil and gas, and selected lower-carbon businesses where management saw commercial opportunities. The brand therefore represents both a long-established petroleum and mobility network and an evolving international energy portfolio.

2023
Wael Sawan becomes chief executive
[2]Shell leadershipshell.com
Wael Sawan succeeded Ben van Beurden and began a strategy focused on performance, capital discipline and selected transition businesses.
2022
Royal Dutch Shell becomes Shell plc
[6]Shell completes change of company nameshell.com
The parent company dropped Royal Dutch from its legal name as part of a corporate and share-structure simplification.
2021
Dutch climate judgment
[4]Court orders Royal Dutch Shell to reduce CO2 emissionsrechtspraak.nl
A Dutch court ordered Shell to make deeper group-wide emissions reductions; the case became a major reference point in climate litigation involving energy companies.
2016
BG Group acquisition completed
[5]Shell completes BG Group combinationshell.com
Shell completed its acquisition of BG Group, materially expanding its LNG, deepwater and international gas positions.
2005
Single-parent unification
[10]Royal Dutch Shell unification filingshell.gcs-web.com
Royal Dutch Shell plc became the single parent of Royal Dutch Petroleum and Shell Transport and Trading.
1995
Brent Spar dispute
[1]Shell: Our historyshell.com
Shell's plan to dispose of the Brent Spar oil-storage facility at sea triggered international environmental protests and was ultimately abandoned.
1970
Royal Dutch Petroleum and Shell Transport become a unified group structure
[1]Shell: Our historyshell.com
The predecessor companies developed a more integrated corporate arrangement while retaining the Royal Dutch and Shell heritage.
1929
Shell enters chemicals
[16]Shell supports the first transatlantic flightbaike.baidu.com
Shell established a chemicals business, extending beyond petroleum production and fuels.
1919
Shell supports the first transatlantic flight
[16]Shell supports the first transatlantic flightbaike.baidu.com
Shell supplied fuel for the Alcock and Brown transatlantic flight.
1915
Shell opens early fuel retail operations
[1]Shell: Our historyshell.com
Shell expanded branded distribution and retail activity as motor transport increased demand for standardized fuels and service stations.
1907
Royal Dutch Shell alliance formed
[1]Shell: Our historyshell.com
Royal Dutch Petroleum and The Shell Transport and Trading Company combined their interests in an alliance that established the foundation of the modern Shell group.
1890
Royal Dutch Petroleum is established
[15]Royal Dutch Petroleum is establisheddraugen.industriminne.no
The Dutch petroleum company was formed to develop oil resources in the East Indies.

Products and positioning

A global, technology-led integrated energy and mobility brand combining fuel and lubricant performance with convenience, customer service and a developing portfolio of lower-carbon energy solutions. A globally integrated energy and mobility brand combining fuel retail and convenience services with industrial energy, lubricants, chemicals, LNG and selected lower-carbon solutions. Its communications emphasize reliability, technical expertise and innovation, while its fossil-fuel portfolio has generated significant climate and greenwashing criticism.

Premium motor fuel
Shell V-Power
Shell's premium branded fuel line, marketed around engine cleaning, protection and performance attributes. Product formulations and availability vary by market, and the line is commonly used as a high-end consumer expression of Shell's fuel technology and retail positioning. Shell V-Power is the company's premium branded fuel range. It is marketed as a higher-performance or enhanced-cleanliness option compared with standard fuels, with formulations varying by market and fuel type.
Passenger-car lubricants
Shell Helix
A passenger-vehicle engine-oil family covering different performance levels and specifications. Shell markets Helix through workshops, retailers and service stations, with products designed for gasoline and diesel vehicles and, in some markets, hybrid applications.
Commercial-vehicle lubricants
Shell Rimula
A heavy-duty lubricant range for trucks, buses, construction equipment and other commercial or off-highway machinery. Its marketing focuses on engine protection, operating reliability and the demanding conditions faced by fleet operators.
Motorcycle lubricants
Shell Advance
A motorcycle-oil and maintenance product family intended for different motorcycle engine types and riding conditions. The line extends Shell's lubricant expertise into a consumer category supported by motorsport and rider-oriented communications in selected markets.
Mobility and retail
Shell service stations
Branded mobility sites selling fuels and, depending on country, convenience products, food and beverages, vehicle services, car washing, fleet services and electric charging. Shell's retail proposition places significant emphasis on site experience and staff service as well as fuel.
Electric-vehicle charging
Shell Recharge
Shell's electric-mobility offering, including charging infrastructure, charging services and related digital tools. Availability and operating models differ across countries, reflecting local partnerships and the development of Shell's broader mobility business. Shell Recharge is used for Shell's electric-vehicle charging activities, including public charging infrastructure and associated digital or payment services. Availability and ownership of charging networks differ by country.
Fuel retail
Shell-branded fuels
Shell service stations sell petrol and diesel, often alongside convenience retail, vehicle services and loyalty offerings. The network is the most visible consumer expression of the Shell brand and operates across numerous national markets through a mixture of company-operated, leased and independently operated sites.
Lubricants
Shell lubricants
Shell sells automotive, industrial and commercial lubricants under brands including Helix, Rimula and Tellus. These products serve passenger vehicles, heavy-duty transport, manufacturing and other industrial applications.
Natural gas and energy services
Shell LNG and commercial energy
Shell supplies LNG, natural gas and related energy services to industrial, marine, transport and utility customers. The business became substantially more important after the BG Group acquisition and includes trading, shipping and regasification-related capabilities.

Controversies

2023
Multnomah County sues ExxonMobil, Shell, BP, Chevron, NW Natural and others over climate damages
Multnomah County filed a lawsuit seeking nearly $52 billion from more than a dozen major oil and gas companies, including ExxonMobil, Shell, BP, Chevron, and NW Natural, as well as industry lobbyists and McKinsey & Company. The suit seeks to hold these parties responsible for climate change impacts affecting the county, including the 2021 Pacific Northwest heat dome.
Source
2022
Shell appeals Nigerian oil-spill judgment
Shell appealed a Nigerian judgment awarding community members 800 billion naira over alleged pipeline pollution. The judgment found that a pipeline operated by Shell spilled crude oil that damaged land and waterways; Shell and its joint-venture partner denied that spills occurred on the alleged dates.
Source
2021
Climate litigation in the Netherlands
The Hague District Court ordered Shell to reduce its group-wide carbon emissions more rapidly. The ruling was challenged on appeal and became one of the most consequential legal disputes over the climate obligations of a major energy company.
Source
2021
Drive CO2 Neutral greenwashing complaint
A Dutch advertising watchdog found Shell's carbon-offset fuel advertising misleading because the campaign conveyed that a small surcharge could fully neutralize the emissions from fuel use without adequate substantiation.
Source
2021
New York City sues oil companies over alleged false advertising
New York City filed a lawsuit charging Exxon, Shell, BP and the American Petroleum Institute with systematically and intentionally deceiving New Yorkers about the dangers of their products. Mayor Bill de Blasio said the industry's advertising violated New York consumer-protection laws. The source reports allegations, not a court determination.
Source 1 Source 2 Source 3
2021
Environmental groups criticize Shell’s Wild Coast seismic survey plan
Environmental groups and animal-rights activists criticized Shell’s planned offshore seismic survey along South Africa’s Wild Coast. Environmental and community groups argued that blasting could cause irreversible damage to the marine environment.
Source
2021
South African court allows Shell seismic survey to proceed
A South African court dismissed activist groups’ urgent application to block Shell’s offshore seismic survey, allowing Shell to proceed. The groups claimed the activity was linked to decreased sightings of marine life and lower commercial fishing catch rates; the judge described the asserted irreparable environmental harm as “speculative at best.”
Source
2021
Shell pledges faster emissions cuts after Dutch court ruling
Shell said it would accelerate its carbon emissions cuts following a Dutch court ruling that its climate plans were insufficient. CEO Ben van Beurden said Shell still expected to appeal the verdict.
Source
2021
Annapolis sues fossil fuel companies over climate change
The City of Annapolis filed a lawsuit against 26 oil and gas companies, including ExxonMobil, Chevron, BP and Shell, alleging that their conduct contributed to climate-change costs and consequences.
Source
2020
Polish watchdog fines Gazprom over Nord Stream 2
Poland's anti-monopoly watchdog said it fined Gazprom more than 29 billion zlotys for building the Nord Stream 2 gas pipeline without its approval. The watchdog also said it fined five other firms involved in financing the project, including Uniper, Wintershall, Shell, OMV, and Engie.
Source

Marketing campaigns

2024Shell and POP MART travel collaboration
China
Shell's China-related operations publicized a collaboration with POP MART built around a happier, more engaging travel experience. The activity illustrates Shell's use of cultural and lifestyle partnerships to broaden the appeal of its mobility retail network.
Source
2024Shell China public-benefit and sports activities
China
Shell-affiliated China operations publicized community and sports activities, including the Yanchang Shell 'Fast Track Playground' public-benefit project and support for the Xi'an Marathon. These programs linked mobility infrastructure with local community participation.
Source
2021Drive CO2 Neutral
Netherlands
Shell promoted an option for petrol and diesel customers to pay an additional amount intended to fund carbon-offset projects, including nature-based activities. Dutch law students challenged the campaign, arguing that the advertising implied a level of emissions compensation Shell had not demonstrated.
Outcome. The Dutch Advertising Code Committee agreed that the advertising was misleading and urged Shell to discontinue the campaign in that form. The ruling was not a court judgment and was described as non-binding.
Source
2018#很稳很劲霸#
China
Shell Rimula partnered with Kuaishou and truck-driver creators to launch and promote the R4PLUS 15W-50 lubricant. Short videos used drivers' working lives, humor and community interaction to present product relevance to a highly targeted commercial-driver audience.
Outcome. The supplied case report stated that the activity generated 25.9 million total impressions, 2.975 million clicks and 6.57 million hashtag views, alongside user-generated content and purchase inquiries.
Source
2018Generation Discover
Netherlands
Shell used its Generation Discover educational festival to present science and energy topics to children, including messaging about gas-to-liquids technology and sustainable-development goals.
Outcome. The campaign material was later criticized by the Dutch advertising authority, which found the environmental presentation misleading on appeal.
Source
2015V-Power LEGO 2 programmatic video campaign
Hong Kong
Shell extended a LEGO-linked V-Power promotion through programmatic video advertising, working with TubeMogul and MediaCom. The activity used a collectible toy-car idea to connect fuel retail with family-oriented engagement.
Outcome. The campaign case study described increased product sales and more visits to Shell stations in Hong Kong, but did not provide independently verifiable figures in the supplied material.
Source
2010Shell environmental interactive advertising campaign
China
Shell used interactive rich-media advertising around climate and environmental themes, including online creative focused on carbon dioxide, climate and oil. The campaign sought to connect corporate reputation with environmental discussion rather than rely only on product advertising.
Outcome. The cited case study reported substantial video completions, clicks and user comments, presenting the activity as an engagement and brand-image exercise.
Source
Shell station smile-service video campaign
China
A humorous social video portrayed a couple making an elaborate effort to reach a Shell station because of its staff welcome, convenience offer and facilities. The creative drew on Shell's global service-staff recognition concept and used actual station employees to convey natural interactions.
Outcome. The video was reported by the campaign publisher as receiving strong sharing and positive audience and dealer responses after publication through Shell's social channels.
Source

Brand decisions

2023
Refocus the energy-transition strategyStrategy
Background
Shell reviewed its transition portfolio amid investor pressure for returns, energy-security concerns and changing power-market conditions.
Action taken
Management prioritized performance and capital discipline, maintained strong oil and gas and LNG businesses, and focused lower-carbon investment on areas judged capable of generating competitive returns.
Aftermath
The approach intensified debate about whether Shell's transition pace was consistent with climate goals, while management argued that financial strength and customer demand were necessary for durable change.
Source
2022
Simplify the corporate structure and adopt Shell plcStrategy
Background
Shell considered its dual-share and dual-nationality structure less efficient for governance, capital allocation and investor communication.
Action taken
The group moved to a single share line, simplified its governance and changed its legal name from Royal Dutch Shell plc to Shell plc.
Aftermath
The Shell consumer brand continued unchanged while the parent company operated through a simpler listed structure.
Source
2022
Simplify the corporate name and structureStrategy
Background
Shell's dual-share and dual-national identity had become less aligned with the company's preferred governance and capital-market structure.
Action taken
The parent company adopted the name Shell plc and simplified its share structure and corporate identity.
Aftermath
Royal Dutch Shell became a historical corporate name, while Shell plc became the current parent-company identity.
Source
2016
Acquire BG GroupM&A
Background
Shell sought to strengthen its position in LNG and deepwater resources during a period of low commodity prices and industry consolidation. Shell sought greater scale and stronger positions in LNG and deep-water production during a difficult period for the oil and gas industry.
Action taken
Shell completed the acquisition of BG Group and integrated its assets and operations into the Shell portfolio. Shell completed the merger with BG Group after approval by shareholders of both companies.
Aftermath
The combination expanded Shell's LNG and international gas capabilities and increased the strategic importance of gas within the group. The deal expanded Shell's LNG portfolio, deep-water expertise and Brazilian offshore presence.
Transaction value. US$70 billion offer value reported (2015-2016)
Source
2005
Unify Royal Dutch Petroleum and Shell Transport and TradingM&A
Background
The historic group operated through two linked parent companies, creating a complex governance and shareholding structure.
Action taken
Royal Dutch Shell plc was established as the single parent through an exchange offer and a scheme of arrangement.
Aftermath
The transaction created a unified listed parent while retaining the Shell brand and Anglo-Dutch operating heritage.
Source

Recent events

2023
Shell announces restructuring and lower-carbon business focus[21]Refocus the energy-transition strategyshell.com
Leadership change
Under CEO Wael Sawan, Shell described a strategy centered on performance, disciplined capital allocation, oil and gas strength, LNG and selected lower-carbon growth areas.
2022
Shell changes legal name from Royal Dutch Shell plc to Shell plc[37]壳牌将法定名称从荷兰皇家壳牌公司改为壳牌shell.com
Other
The company completed a simplification of its corporate structure and adopted Shell plc as its legal name, while retaining the Shell brand.
2019
Arrow Energy receives Surat Basin leases[36]SS Petriana号溢油事件en.wikipedia.org
Other
Royal Dutch Shell and PetroChina's Arrow Energy joint venture received Queensland leases associated with a planned Surat Basin coal-seam-gas development connected to existing Queensland Curtis LNG infrastructure.
2018
Shell lubricants launches R4PLUS campaign in China[7]Shell Rimula Kuaishou campaign caseadquan.com
Campaign · Product launch
Shell Rimula promoted the R4PLUS 15W-50 heavy-duty lubricant through a Kuaishou short-video campaign with truck-driver creators under the hashtag #很稳很劲霸#.
2018
Prelude FLNG begins production[36]SS Petriana号溢油事件en.wikipedia.org
Product launch · Product generation
Production commenced at Shell's Prelude floating LNG facility off north-western Australia after a multiyear construction and development program.
2016
Shell completes acquisition of BG Group[11]Reuters report on BG Group acquisition approvalreuters.com
M&A
The acquisition combined Shell's integrated energy portfolio with BG's LNG, deep-water and Brazilian assets, materially expanding Shell's gas and LNG activities.
2015
Shell agrees to acquire BG Group[38]壳牌同意收购BG集团shell.com
M&A
Shell announced a transformational acquisition of BG Group, completed in 2016, strengthening LNG and deepwater positions.
2014
Shell sells Australian downstream business to Vitol[36]SS Petriana号溢油事件en.wikipedia.org
M&A
Shell sold its Geelong refinery, retail network and related downstream businesses to Vitol for A$2.9 billion. The assets subsequently operated under Viva Energy, with Shell branding retained at many retail locations through a licence arrangement.
2011
Shell receives approval for Ningaloo exploration drilling[36]SS Petriana号溢油事件en.wikipedia.org
Other · Regulation
The Australian government approved Shell's plan to drill an exploration well west of Ningaloo Marine Park, subject to the relevant environmental and operational conditions.
2010
Shell and Cosan establish Raízen joint venture[39]壳牌与Cosan成立Raízen合资企业shell.com
M&A
The partnership combined Shell's Brazilian fuel distribution activities with Cosan's sugar, ethanol and power businesses.

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