Launched in 1904, Havoline is a leading premium passenger car motor oil, lubricant and coolant brand. The Havoline product [image-nocss] line is sold regionally under the master brand that provides the greatest marketing advantage: Texaco in Europe and Latin America, Caltex in Asia Pacific and Africa, and now Chevron in North America.
"Moving the Havoline product line under the Chevron family is the natural next step in consolidating our North America lubricants, coolants, additives and chemicals products under one master brand," said Doug Hinzie, vice president, Americas, Chevron Lubricants. "In 2008, the company began this process by successfully bringing its commercial and industrial product lines under the Chevron master brand. With this move, the Havoline brand will achieve greater visibility, increased retail opportunities, expanded marketing support and the benefits of being part of the Chevron brand, which enjoys a much larger presence than Texaco in North America. This change is one component of our long-term plan to reinforce and grow the Havoline brand."
As a result of the move, the premium Havoline brand will experience increased distribution through Chevron Lubrication Marketers and Chevron retail locations. Texaco retail fuel stations will also offer the Chevron-branded Havoline product line.
As part of this effort, Chevron will grow its premium-branded, Havoline xpress lubes, with the Chevron master brand endorsement as well.
The only visible change to the Havoline product line will be the inclusion of the Chevron logo.
Chevron Products is a division of a wholly owned subsidiary of the Chevron Corp., San Ramon, Calif. A full line of lubrication and coolant products are marketed through this organization under the Chevron brand name. Select brands include Havoline, Delo and Havoline xpress lube.
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