Motiva Prepares 76 Brand Launch

Supplier seeking Gulf Coast and East Coast distributors for 2017 rollout

HOUSTON -- Motiva Enterprises LLC is poised to introduce the 76 brand to its 26-state territory in January 2017.

Motiva Enterprises recently formed a sales and marketing team to create a go-to-market commercial strategy to introduce the 76 brand to its operating footprint of 26 Gulf Coast and East Coast states and Washington, D.C. The team will be part of Motiva’s fuels, sales and marketing group. This past February, Motiva Enterprises signed a long-term license agreement with Phillips 66 that allows it to offer the 76 brand.

A statement from Motiva, which is half-owned by Shell Oil Co., noted that its relationship with Phillips 66 and the 76 brand complements its connections to Shell, and allows it to expand its fuel-brand offer for distributors and marketers.

“Motiva has been incredibly successful at marketing the Shell brand, and Shell is now the No. 1 or No. 2 brand in 13 of our 26 states,” said Bill Spurgeon, vice president of fuels, sales and marketing at Motiva. “Now, with the 76 brand, we have another great fuel option for wholesalers who like what Motiva provides as a supplier.”

The 76 brand currently offers Top Tier certified gasoline at more than 1,800 sites, most on the West Coast. Motiva plans to work with Phillips 66 on leveraging the 76 brand positioning and marketing plans in a way that best complements Motiva’s geographic footprint.

“We are excited to bring the iconic 76 brand back to the Gulf and East Coast markets,” said Gita Gidwani, 76 brand manager for Motiva. “Many wholesalers still have a fondness for the 76 brand and the unique 76 antennae ball, which dates back to 1967.”

In preparation for an official January 2017 launch, the Motiva 76 sales and marketing team will seek out wholesalers who are both “growth-oriented” and committed to supporting the brand in select markets on the Gulf and East coasts.

“We are focused on delivering value to our wholesalers,” said Paul McWhirter, Motiva 76 branded sales manager. “We know the support and tools they need to be successful—from superior reliability and real-time information to branding and marketing programs that are compelling to consumers. Through the 76 brand, Motiva is offering another exciting branding option to our wholesalers all underpinned by the same world-class refining and distribution system.”

States in Motiva’s operating territory include Alabama, Connecticut, Delaware, Florida, Georgia, Kentucky, Louisiana, Maine, Maryland, Massachusetts, Mississippi, New Hampshire, New Jersey, New York, North and South Carolina, Pennsylvania, Rhode Island, Tennessee, Vermont, Virginia, West Virginia, and portions of Arkansas, Missouri, Oklahoma and Texas.

Wholesalers interested in distributing 76 branded gas in Motiva territory can contact McWhirter at (713) 560-1492.

Houston-based Motiva Enterprises LLC is owned equally by affiliates of Saudi Aramco and Shell Oil Co. Motiva refines and markets branded products through about 8,400 Shell-branded gas stations in the eastern and southern United States.

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