ChevronTexaco Launches Techron® Globally
ChevronTexaco to Debut Exclusive Premium Additive at ChevronTexaco-supplied Texaco Stations in North America and Latin America This Summer; Asia, Africa, Pakistan and Europe to Follow Next Year
SAN RAMON, Calif., May 2, 2005 -- ChevronTexaco Global Marketing today announced that gasolines with Techron will be introduced at ChevronTexaco-supplied Texaco service stations in the United States and at many Texaco service stations throughout Latin America this summer. The launch of Techron – ChevronTexaco's specially-formulated, exclusive additive technology currently in all Chevron gasolines – marks the first phase of a global campaign introducing Techron to world markets.
Subsequent phased launches of gasolines with Techron in certain markets for the Caltex brand in Asia, Eastern, Central and Southern Africa, Pakistan and the Texaco brand in Europe and Western Africa are scheduled to take place in 2006. Techron, which helps prevent deposit build-up on vital engine parts that can adversely impact vehicle performance and emissions, will be included in all gasoline grades.
"ChevronTexaco proves it's first again among major oil companies to extend a successful brand additive to markets around the world," said Shariq Yosufzai, president of Global Marketing for ChevronTexaco. "Chevron with Techron has already set an unsurpassed standard for clean, safe, reliable and quality gasolines that are second to none. Bringing Techron to our customers around the globe not only reinforces our commitment to these world class brands, but further demonstrates our plans to continue building these retail brands in the future."
The Techron global launch follows the qualification of all Chevron gasolines as 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 without changing additive formulation.
TOP TIER establishes criteria for detergency levels in gasoline significantly higher than those currently set by the Environmental Protection Agency (EPA). These automobile manufacturers believe that TOP TIER gasolines result in better overall performance.
Gasolines with Techron allow consumers to help clean up and keep clean vital engine parts such as intake valves and fuel injectors. Techron does an unsurpassed job in cleaning the engine's intake system while minimizing harmful combustion chamber deposits, which can cause knocking or loss of power during acceleration, and higher emissions.
The timing of the Techron launch in the United States is essential to distinguishing the company in the marketplace over the next year. As a result of ChevronTexaco's merger in 2001, ChevronTexaco and Shell both have rights to use the Texaco brand in the United States until July 1, 2006. Only ChevronTexaco-supplied Texaco stations will offer gasolines with Techron.
Beginning on July 1, 2006, ChevronTexaco will assume exclusive rights to the Texaco brand in the United States, and all existing and future Texaco retail brand locations will benefit from the Techron additive. Signage and graphics identifying the Techron brand will be featured at Texaco service stations offering gasolines with Techron. ChevronTexaco currently has exclusive rights to the Texaco brand outside of the United States.
"Techron provides the key ingredient that differentiates ChevronTexaco gasolines from other branded gasolines in the marketplace," said Danny Roden, vice president for North America marketing for ChevronTexaco. "ChevronTexaco has long focused on providing fuels that minimize deposits on vital engine parts. Not only do gasolines with Techron help keep those engine parts clean, but they also help remove deposits left by gasolines with lower-quality additive packages."
Launching Texaco with Techron in Latin America will raise the bar for high performance gasolines in the region.
"Texaco is an enduring, well-known brand with a leadership position throughout Latin America," said Dale Walsh, ChevronTexaco vice president for Latin America marketing. "We know our customers value high performance and are confident they will welcome Techron's leading-edge technology that helps maintain and protect engine performance while minimizing emissions."
Founded in Beaumont, Texas, Texaco has been a legendary brand and local success story in U.S. South and East since 1911, and has established long standing brand strength in Europe, Latin America, and Western Africa. Since 1936, the Caltex brand has stood for quality and the core value of being respectfully helpful in Asia-Pacific and in Eastern, Central and Southern Africa.
ChevronTexaco Corp. is one of the world's leading energy companies. With more than 47,000 employees, ChevronTexaco 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. ChevronTexaco Global Marketing is a division of ChevronTexaco Global Downstream LLC, a wholly owned subsidiary of ChevronTexaco Corp. ChevronTexaco is based in San Ramon, Calif. More information on ChevronTexaco is available at www.chevrontexaco.com. "TECHRON is a registered trademark licensed to Chevron U.S.A. Inc."
Updated: May 2005