ChevronTexaco Begins Marketing Gasoline Under the Texaco Retail Brand In Eight Western States
ChevronTexaco to Build on Immensely Successful Rollout in South and East, Where More Than 1,000 Texaco Stations Added in Six Months
SAN RAMON, Calif., Dec. 6, 2004 -- ChevronTexaco Products Company today begins marketing gasoline under the Texaco retail brand in eight Western states of the United States, where it expects to be supplying more than 300 Western locations by the end of 2005. This expansion in the West builds on the success of the Texaco brand rollout in 13 Southern and Eastern states, which began in July 2004. In six months the company has added more than 1,000 locations to its network, supplying Texaco stations from Texas through Maryland and the District of Columbia.
"The decision to expand West further reinforces our commitment to one of the most recognized brands in the world with a 100-year history of quality," said Shariq Yosufzai, president of Global Marketing for ChevronTexaco. "Working alongside our local marketers was a key factor in the successful rollout of Texaco in the East and we foresee the same success for the Texaco brand in the West. We are excited to continue building the brand into its second century."
ChevronTexaco plans to continue growing the brand by attracting marketers to the strong heritage of the Texaco star. This month, ChevronTexaco will begin marketing the Texaco brand in the following Western states: Washington, Oregon, California, Idaho, Nevada, Utah, Arizona, and New Mexico.
As part of its 2001 merger agreement, ChevronTexaco agreed to license the Texaco retail brand to Shell in the United States for the marketing and sale of gasoline on an exclusive basis until July 1, 2004. Currently, both ChevronTexaco and Shell have rights to use the Texaco brand in the United States. On July 1, 2006 ChevronTexaco will assume exclusive rights to the Texaco brand.
ChevronTexaco's objective is to successfully execute a global multi-brand strategy, supporting the Chevron and Texaco brands in the United States; continuing the long-standing brand strength of Texaco in Europe, Latin America and West Africa; and promoting the Caltex brand, one of the most recognized in the Asia-Pacific Region and in Eastern, Central and Southern Africa.
"Our goal is straight-forward," said Danny Roden, vice president of North American marketing for ChevronTexaco. "ChevronTexaco will continue investing in key geographies where we have, or can build, market and supply strength by offering premium gasoline products and a superior retail experience under two highly trusted brands."
ChevronTexaco will offer the same high-quality gasolines to Chevron and Texaco marketers. In May 2004, ChevronTexaco gasolines became the first to meet new performance criteria in the United States set by automakers BMW, General Motors, Honda and Toyota for TOP TIER Detergent Gasoline.
TOP TIER establishes criteria for detergency levels in gasoline higher than those currently set by the Environmental Protection Agency (EPA). These automobile manufacturers believe that TOP TIER gasolines result in better overall performance. All grades of Chevron with Techron and all ChevronTexaco Products Company-supplied Texaco gasolines meet the TOP TIER specification.
Additionally, a dual-branded credit card will be available to customers in areas where the company will supply both Chevron and Texaco stations. Prominent point-of-sale materials featuring the card will clearly identify those Texaco sites supplied by the company, where customers will be able to use both existing Chevron credit cards and the new dual-branded Chevron and Texaco credit cards.
ChevronTexaco will also continue its sponsorship of the No. 42 Texaco/Havoline Dodge car, which marks Texaco/Havoline's 17th consecutive year as a sponsor in the National Association of Stock Car Auto Racing (NASCAR) NEXTEL Cup Series, the popular sport watched by millions of fans at racetracks and on television.
Founded in Beaumont, Texas, Texaco has been an iconic brand and local success story in U.S. South and East since 1911, with its first service station in Houston.
Currently celebrating its 125th anniversary, ChevronTexaco is one of the world's leading energy companies. With more than 47,000 employees, ChevronTexaco conducts business in approximately 180 countries around the world, producing and transporting crude oil and natural gas, and marketing and distributing fuels and other energy products. ChevronTexaco is based in San Ramon, Calif. More information on ChevronTexaco is available at www.chevron.com
Updated: December 2004