Chevron Debuts New Toy Car at SF Auto Show and Redesigns Website to Celebrate 10 Years of Popular Toy Car Program
SAN RAMON, Calif., Nov. 22, 2006 -- Chevron U.S.A. Inc. this month released the newest addition to the Chevron Cars® family, Brent Blizzard, in time for the holiday season. A red, rugged, snow-covered 4x4 equipped with a snowboard on the roof rack, Brent Blizzard, currently showcased at the San Francisco Auto Show through Nov. 26, is available for a suggested retail price of $7.99 at select Chevron® gasoline retail locations or by visiting www.ChevronCars.com.
This year marks the 10-year anniversary of the Chevron Toy Car program, which along with the Chevron Cars Web site are critical components of Chevron's World of Cars campaign created in 1995 to launch Chevron with Techron. In 1996 the first three Chevron Toy Cars – Tony Turbo, Wendy Wagon and Sam Sedan – rolled off the assembly line and more than 2 million toy cars were sold. Since then, more than 16 million collectible toy cars have been sold (including limited edition and breast cancer awareness cars).
To commemorate the 10-year milestone, Chevron is also announcing the official redesign of the award-winning Chevron Cars Web site ( www.ChevronCars.com) with interactive Flash applications, new games and an updated look and feel. The newly redesigned Web site features the popular Chevron Cars blog, where fans and collectors can share ideas, collections and photos and learn insider news about Chevron toy cars and games. The site also offers free online games, a toy store where the cars can be purchased, as well as a variety of ways to explore the humor and fun of the Chevron Cars, including biographies and photo galleries of the cars, downloadable stickers and coloring pages, screensavers, desktop wallpaper, and musical tunes.
"Thanks to the Chevron World of Cars campaign, our ongoing message that Chevron with Techron is synonymous with clean, reliable and quality fuels has continued to be reinforced in the hearts and minds of our consumers," said Shariq Yosufzai, president of Chevron Global Marketing. "The Chevron Cars are a symbol of Techron, the key ingredient that differentiates Chevron gasolines from others in the marketplace."
"Consumers tend to think all gasoline is the same, but it's actually not," said Glenn Weckerlin, global director of Brand and Product Line Management for Chevron Global Marketing. "The Chevron World of Cars campaign was conceived to explain the importance of fuel quality – from a car's point of view – in a way that is fun and recognizable. The overarching premise of the campaign is very simple – who knows more about what a car wants or needs than a car? – and it's paid off. Independent research shows over time 'fuel performance,' not price, is most often the number one reason customers purchase Chevron gasoline."
The launch of Chevron's World of Cars campaign, created by Young & Rubicam and Aardman Animations, helped introduce consumers to Techron®, the company's specially patented additive found in all grades of Chevron gasoline. Techron allows consumers to help clean up, and keep clean, their car's vital engine parts, including intake valves and fuel injectors. This is important because engine combustion chamber deposits can cause knocking or loss of power during acceleration and higher emissions.
"The ads did more than promote the new gasoline additive – they transformed the face of the Chevron brand," said Weckerlin. "Recent research shows that Chevron ads are top of mind with consumers four times more than other gasoline brands. We can attribute much of this success to the engaging and likeable attributes of the Chevron Cars."
Chevron gasolines with the Techron additive were the first in the United States and Canada to be designated as meeting performance criteria set by automakers BMW, General Motors, Honda and Toyota for TOP TIER Detergent Gasoline. TOP TIER establishes criteria for detergency levels in gasoline significantly higher than those currently set by the U.S. Environmental Protection Agency, and these automobile manufacturers believe that TOP TIER gasolines result in better overall engine performance compared to other gasolines.
ChevronCars.com has been the recipient of numerous awards, including a BOTI (Best of the Internet) award for Most Innovative Site and an AdTech Award for Best Interactive Design within a year of its launch in 1997, and the prestigious Web Award for Best Toy & Hobby Web site in 2004. The Chevron Cars Web site has gained an audience far outside Chevron's traditional retail markets and, although a majority of the site's users are children, a substantial group of users includes adults who love the cars and often collect them.
Chevron Corporation is one of the world's leading energy companies. With more than 55,000 employees, Chevron subsidiaries conduct business in approximately 180 countries around the world, producing and transporting crude oil and natural gas, and refining, marketing and distributing fuels and other energy products. Chevron U.S.A. Inc. is a wholly owned subsidiary of Chevron Corporation. Chevron is based in San Ramon, Calif. More information on Chevron is available at www.chevron.com.
Published: November 2006