In 1886, with the invention of the internal combustions engines, gasoline demand began to rocket. At this time theSamuel business had passed to Marcus Samuel and his younger brother Sam. They export of British machinery, textiles and tools for the newly industrialising Japan and the Far East and on the return imported rice, silk, copperware, China and the Middle East and Europe. This was the time when During their trip to Japan Marcus started to take interest into importing oil from Baku. Marcus and Sam commissioned a fleet of steamers to carry oil in bulk, using for the first time the Suez Canal. Innitially they named their company The Tank Syndicate, but afterwards retitled it to Shell Transport and Trading Company. in 1903, the company started using the Pecten as a logo.
In 1907, the business success was crowned with the merger into Royal Dutch Shell Group. The newly created group soon spread all over the world. The group began investing huge resources into marketing. The same year Prince Borghese won the Peking to Paris motor rally on Shell motor spirit, giving another good push to the company and brand development.