Location and price drive gasoline sales, according to a new survey by the American Automobile Association. But an extensive study also conducted by AAA reveals that consumers would be wise to factor the quality of the gasoline in their purchase decision. AAA sought to answer the question: Is “Top Tier” gasoline worth the price?

Tests show quality gasoline keeps engines 19 times cleaner

New testing from AAA has uncovered significant differences in the quality of gasoline sold at fuel retailers in the United States. The independent laboratory testing compared gasolines that meet TOP TIER™ standards often marketed to consumers as having enhanced, engine-​cleaning detergent additives with gasoline brands that do not participate in the automaker-​backed program. Among brands tested, non-​TOP TIER gasolines caused 19 times more engine deposits than TOP TIER brands after just 4,000 miles of simulated driving. Such carbon deposits are known to reduce fuel economy, increase emissions and negatively impact vehicle performance, particularly on newer vehicles. To protect vehicle investments, AAA urges drivers to use a gasoline that meets TOP TIER standards for engine cleanliness and performance.

Fuel retailers can use their "Top Tier" status to draw in customers and get them spend more while at the pump. Try out some internet banner ads: AudienceSCAN found Frequent Gas Station/​Convenience Store Shoppers are 78% more likely than average consumers to take action after seeing one.

“AAA was surprised to learn the extent to which detergent additives impact gasoline quality,” revealed John Nielsen, AAA’s managing director of Automotive Engineering and Repair. “As advertised, tested TOP TIER gasolines kept engines remarkably cleaner than other fuels we tested.”

In response to increasing levels of carbon deposits in modern engine designs, the Environmental Protection Agency mandated a minimum level of detergent for all gasoline sold in the United States in 1996. However, some automakers believe the minimum does not go far enough to ensure optimal vehicle performance and their ability to meet increasingly-​stringent fuel economy and emissions requirements. The TOP TIER program and performance standard were developed to guarantee that program participants’ gasoline meets stricter targets for engine cleanliness.

AudienceSCAN also found mobile smartphone app ads or text message ads will reach frequent gas station shoppers effectively. 43% of frequent convenience store shoppers took action after receiving these in the past month.

“When it comes to selecting a gasoline, automakers got it right – TOP TIER gasoline performs best,” continued Nielsen. “By selecting a quality gasoline, drivers can minimize engine deposits, increase vehicle performance and improve fuel economy.”

Despite the fact that two-​thirds of U.S. drivers believe there is a difference in quality of gasoline sold by different gas stations, a AAA survey reveals that Americans value convenience and price over quality when it comes to selecting a gas station.

• Three-​quarters of U.S. drivers choose a gas station based on location (75 percent) or price (73 percent).
• Nearly one-​third (29 percent) of U.S drivers choose a gas station based on a rewards program.
• Only 12 percent of U.S. drivers select a gas station based on whether the gasoline contains an enhanced detergent package.
• Nearly half (47 percent) of U.S. drivers do not regularly buy gasoline that contains an enhanced detergent additive.
• Men (44 percent) are more likely than women (26 percent) to regularly buy a gasoline that contains an enhanced detergent package, as are baby boomers (41 percent) compared to millennials (32 percent).

“Americans are six times more likely to choose a gas station based on the price of gasoline rather than the quality of the fuel,” continued Nielsen. “Since TOP TIER gasoline is widely available and only an average of three cents more per gallon, AAA urges drivers to reconsider their priorities when selecting a gas station.”

To ensure a gas station sells a high quality gasoline, consumers should research the fuel options near them. According to TOP TIER, one-​third of gas stations meet the TOP TIER standard for fuel quality. Retailers interested in participating in the TOP TIER program can find additional information here.

Make the research easy for consumers to find "Top Tier" options by advertising this status for your gas station! AudienceSCAN found 43% of Frequent Gas Station/​Convenience Store Shoppers took action based upon sponsored search results (like on Google, Yahoo or Bing) in the past month.

“Fortunately, consumers can reverse some engine deposits simply by switching gasoline brands,” said Greg Brannon, AAA’s director of Automotive Engineering. “After a few thousand miles with TOP TIER gasoline, performance issues like rough idling or hesitation during acceleration can often be resolved.”

AudienceSCAN data is available as part of a subscription to AdMall for Agencies, or with the SalesFuel API. Media companies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.