SAN RAMON, Calif. — ChevronTexaco Global Lubricants has gained the rights to control the use of the Havoline and Texaco Xpress Lube brands worldwide.
Texaco Xpress Lube outlets feature Havoline products in the United States.
“As Havoline celebrates its 99th year as a trusted name for consumers worldwide, ChevronTexaco is excited and proud to have recovered the rights to market such a valued and historic brand,” said Craig Duncan, vice president, CTGL, North America. “Our expanded ability to promote the Havoline brand allows us to reinforce our commitment to its future, which is evidenced by a growing product line and a strong investment in numerous marketing and promotional programs.”
CTGL gains the rights to control the Havoline and Texaco Lubricants brands as a result of the August 13 expiration of licensing agreements with Equilon Enterprises, LLC and Motiva Enterprises, LLC. The licenses were included in agreements between Texaco, Equilon and Motiva following the merger of Chevron Corporation and Texaco Inc. in 2001. Since the merger, CTGL has fully owned the Havoline brand worldwide but has had to share certain rights of use within the U.S.
“Today marks a new era for the Havoline brand as it will now be managed by a single company that is totally dedicated to its success as a top oil brand in the U.S. and worldwide,” continued Duncan. “The strength and popularity of the Havoline brand is key to CTGL’s position as a premier provider of lubricant solutions.”
CTGL is strengthening its marketing support with new radio and print ads, as well as regional promotions for channel customers and retailers.
New marketing and promotional activities are in addition to the extensive arsenal of marketing programs and tools dedicated to the Havoline brand, including programs designed specifically for mass merchandisers and auto parts stores. Others include:
* Sponsorship of Chip Ganassi racing with Felix Sabates & the #42 Havoline Dodge in NASCAR racing. * Sponsorship of the U.S. Olympic Baseball and Soccer Teams * Havoline spokesperson Mario Andretti, representing Havoline at numerous events throughout the year. * Global advertising campaign: broadcast and print * Marketer Incentive Program * Multiple publications for CTGL marketer network * Support of local motorsports events nationwide * Havoline.com
2004 marks the 100th Anniversary of the Havoline brand, for which CTGL will highlight breakthroughs and advancements introduced by Havoline over the last century. Proven in racing venues such as NASCAR and on local roads worldwide, Havoline products are known for high quality, reliability and performance. Representing some of today’s most technically advanced automotive products, Havoline is set to achieve new milestones in the months, years, and decades ahead. Havoline branded products are currently sold in 186 countries around the world, and are widely available in retail outlets and auto service centers across the U.S. Visit www.havoline.com for more information.
ChevronTexaco Global Lubricants (CTGL) provides lubrication products and solutions to retail consumers, and commercial and industrial customers. Headquartered in San Ramon, Calif., CTGL is ranked among the top three global marketers of lubricants, is active in 186 countries and employs 4,000 employees. Its worldwide presence enables the company to be a local provider of superior service with global resources. CTGL is a division of a wholly owned subsidiary of ChevronTexaco Corp.
CTGL markets a full line of lubrication and coolant products under the Chevron, Texaco and Caltex brand names.
For more information, www.chevrontexacolubricants.com.
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