Shell Oil selects Automotive Rhythms' Kimatni Rawlins as spokesperson

(December 5, 2006) Kimatni D. Rawlins, founder and president of Automotive Rhythms Communications, LLC, has been selected as a spokesperson for Shell Oil Products US as they reach out to the African-American and Hispanic urban consumer about the importance of using quality gasoline in their vehicles.

"Shell is pleased to work with Kimatni D. Rawlins as part of our continuous efforts to provide consumers with information to help them make more knowledgeable decisions when purchasing gasoline for their cars," said Karen Wildman, Shell Oil Products US brand manager. "His in-depth experience with customization trends among urban consumers as well as auto care and maintenance will help him provide African-American and Hispanic drivers with helpful information."

As the founder of a media and marketing company focusing on The Urban Automotive Experience®, and as an avid car enthusiast himself, Rawlins positively educates young, hip auto buyers on how they view and purchase new vehicles. Now, he will use his expertise to spread awareness of the latest Shell survey results, which indicate African American drivers send mixed messages when it comes to car care.

On one hand, African-American drivers agree that keeping their engines clean and running well is their top priority, with 68.1% of African-American youth between the ages of 18-24 and 78.3% of African-American adults identifying engine maintenance as being a priority.

Yet, the same survey results show that more than half of African Americans surveyed admitted to choosing gasoline based on cost rather than quality. African-American youth lead adults in purchasing the least expensive gasoline available by 54.9% to 50.9%. These numbers reflect a continued consumer misconception of gasolines, so Shell Oil Products US is reaching out to African-Americans to explain that all gasolines are not the same.

Rawlins established Automotive Rhythms in 2001 to serve as a communications liaison between automotive companies and the urban car-buying market. His forte is divided amongst journalism, media outreach and automotive marketing within urban, sports, youth and entertainment sectors. Prior to spearheading Automotive Rhythms, Rawlins directed the Communications and Special Projects departments for On Wheels, Inc. (OWI), which publishes "African Americans On Wheels."

Shell launched its Multicultural Trend Survey in June 2006 to communicate that all gasolines are not the same. The $30 million marketing campaign builds on the company's commitment to provide high quality fuel while educating consumers that all Shell gasolines meet top automakers' TOP TIER detergent gasoline standard and exceed federal government standards.

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