SAN RAMON, Calif. -- Chevron gained exclusive rights to the Texaco brand for retail locations in the United States on July 1, 2006. Following the company's 2001 merger with Texaco, Chevron was required to license the Texaco retail brand to Shell in the United States for the marketing and sale of gasoline through June 30, 2006. Chevron and Shell have shared rights to the Texaco brand in the United States since July 1, 2004, when Shell's Texaco brand license became nonexclusive.
Beginning July 1, 2006, only those Texaco stations supplied by Chevron are [image-nocss] allowed to carry the Texaco brand. Chevron-supplied Texaco stations will feature "with Techron" identification at the gasoline pumps and point-of-purchase displays.
Techron is the company's patented additive currently in all Chevron gasolines. It helps prevent engine deposit build-up and minimize vehicle emissions, Chevron said, and it will be included in all grades of Texaco gasolines.
The Chevron and Texaco credit cards will be accepted at all Texaco stations that display the "with Techron" logo.
In anticipation of gaining Texaco brand exclusivity, San Ramon, Calif.-based Chevron kicked off a new Texaco global advertising campaign in April 2006 to celebrate the people who know and love their cars, are driven by performance and trust only one brand of gasoline. The theme of the ads is "People in the Know Trust Texaco." New advertisements, which feature the tagline "Trust Your Car to the Star," are appearing in TV, radio, internet and outdoor media outlets in 14 markets.
"We are committed to the Texaco brand and keeping its history alive by continuing to deliver the superior power, performance and quality that Texaco has provided for motorists for more than 100 years," said Shariq Yosufzai, president of Chevron Global Marketing. "We are excited about the opportunity to continue growing the Texaco brand at stations across the country into the next century.
"We plan to continue growing the brand by attracting marketers to the strong heritage of the Texaco star," said Danny Roden, vice president of Chevron North America Marketing. "We have expanded the Texaco brand to over 1,800 retail sites in more than 20 states since July 2004, and will continue to search for growth opportunities within our current U.S. marketing areas in the West, Southwest, Gulf Coast, and Southeast."
Chevron Global Marketing is a division of Chevron Global Downstream LLC, a subsidiary of Chevron Corp.
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