SAN RAMON, Cal. — Chevron has announced it will be marketing both Chevron and Texaco commercial lubricants under the Chevron banner in the US and Canada.
The re-branding initiative takes effect July 14. The company announced in a release that the change will “allow the company and its marketers to leverage the strengths and market equity of the Chevron and Texaco sub-brands by offering the strongest products from both lubricant lines under the Chevron name.”
In cases where the company has a Texaco and Chevron-branded product of the same type, the product with the greatest market equity will be selected to remain. The result will be a single lubricant portfolio combining the best of the Chevron and Texaco lines, the company announced.
“By bringing the Texaco and Chevron commercial and industrial lubricants together under one master brand, we have created a single, comprehensive line of high-quality products that have proven market value,” said Vince Kyle, general manager, North American Finished Lubricants, Chevron Products Company. “This move allows us to streamline the marketing, product and technical support as well as inventory management for both lubricants. The efficiencies we gain from this move enables us to focus our research and development efforts on the continued delivery of world-class products.”
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