Rolled out earlier this year and becoming a requirement for new stations Oct. 1, the refreshed Texaco image has a brighter and crisper look and feel, according to the company, including a change in canopy lettering from red to white and enhanced lighting over the pump islands. Signage and other components have [image-nocss] also been streamlined or changed to provide a modernized, fresher look.
"The Texaco 2020 image elements provide improved visibility day and night," Peterhansen told CSP Daily News. "The canopy fascia lighting and illuminated spanners make the station stand out and benefit the consumer who will be able to identify their local Texaco site and know that the improved lighting creates a safer experience."
The last time the Texaco brand received a new look was in 1996. The updated Texaco image design took some lessons from the image refresh project at Chevron-branded stations over the past four years. "We've been able to leverage the best aspects and design elements of that program and incorporate lessons learned into the new Texaco image," Peterhansen said.
As for the name Texaco 2020, Peterhansen said the meaning can be explained a couple of ways: one being an implication of a date that is forward-looking: "If you look out 10 or more years, this is what type of facility you want to see and represent the brand in the marketplace." Second, he said it can also be looked at as a play on 20/20 vision: "So much of a station's image is related to visibility to the consumer and Texaco 2020 provides a crisper, more modern look that is appealing to the eye."
Peterhansen said the costs of adopting the new image will vary depending on individual station needs. The changes are not mandatory for existing Texaco sites; the image is only required for new sites to the network or sites that are being rebuilt. "Our intent is to have this updated look be more of a rolling change, and to be sensitive to all these folks not only in the current economy, but on an ongoing basis for their investment," he said. "The new image was designed to coexist with existing Texaco sites and certain elements of the new design can be incorporated into the existing image."
In addition to providing customers with a better fueling experience, Peterhansen said there are several financial incentives to make the change. The pilot sites for the program in the United Kingdom have seen sales gains of 3%-10%, which Peterhansen attributes to the increased visibility and modernized image. "In some cases, it's even more than that," he said. "Better image translates into improved sales, and that's a good thing in today's economy."
The up-front cost to apply the Texaco 2020 image vs. the previous Texaco image is 5%-15% less for station operators, and LED lighting included with the new look also brings reduced energy consumption, Peterhansen said. "Not only does it cost less money up front, but the ongoing maintenance of the facility actually goes down," he said. "We've been able to incorporate newer technology and new components to limit wear and tear on the pump islands and increase durability, so they require less maintenance over the long-term."
Overall, the goal of the new image is to raise the profile of Texaco to new heights. "Part of the reason why we update the image of our stations is to make sure that the Texaco brand is always represented as high-performance, high-quality and clean," Peterhansen said. "Every aspect from customer service to facility image to product quality has to be executed 100% every time to deliver Texaco's brand value. We are confident that Texaco 2020 hits that target for enhancing the customer experience and differentiating the brand in the marketplace."Click on the Download Now button below for a closer look at the new design.
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