Chevron streamlines marketing efforts with Texaco brand

SAN RAMON, Calif. — Chevron will begin a re-branding process of its commercial and industrial lubricants (C&I), which will eliminate the Texaco name for those products.

Beginning July 14, Chevron and Texaco C&I lubricants will be marketed under the Chevron brand in the U.S. and Canada.

By streamlining the brand names, Chevron is hoping 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. The outcome will be a single lubricant portfolio combining the best technologies from the Texaco and Chevron C&I lines.

“By bringing the Texaco and Chevron C&I 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.

Chevron’s Delo product family will remain the company’s premier commercial grade diesel lubricant line.

Where competing Chevron and Texaco products exist, the product with the most market equity will remain. For example, Chevron Rykon (hydraulic oil) will be replaced by Texaco Rando. Once the transition takes place, the Rando product will maintain its current formulation, but will be rebranded Chevron Rando.

This transition applies only to Chevron’s C&I product lines. The Texaco consumer product lines will remain unchanged, including Texaco Havoline and Texaco Xpress Lube.

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