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But, if everybody is advising against premium fuel, what is the point of it? What are the oil companies selling there? Is it just a marketing thing?
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Yup, its just a marketing gimmick.
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I used to put higher-price, higher-octane petrol in my car in UK: the mileage was noticably better, and it worked out less per mile than the lower price. Either was acceptable according to the car manufacturer.
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Fuel octane rating is vastly different from regular fuel + additives. Some engines with high compression ratios perform noticeably better on higher octane petrol. But the supposedly premium diesel has no conceivable benefits. Mercedes Benz, Skoda and Ford strictly advise AGAINST premium diesel.