Havoline Moves Under Chevron Brand

Chevron Products Co., beginning mid-2011, plans to consolidate its Texaco Havoline lubricant product line – in North America – under the Chevron brand.

The updated Havoline product line will feature the Chevron logo. By rebranding Havoline in North America, the company aims to create a more comprehensive Chevron product line while providing expanded marketing and sales opportunities – across the continent – for the Havoline brand.

“Moving the Havoline product line under the Chevron family is the natural next step in consolidating our North America lubricants, coolants, additives and chemicals products under one master brand,” said Doug Hinzie, vice president, Americas, Chevron Lubricants. “In 2008, the company began this process by successfully bringing its commercial and industrial product lines under the Chevron master brand. With this move, the Havoline brand will achieve greater visibility, increased retail opportunities, expanded marketing support and the benefits of being part of the Chevron brand, which enjoys a much larger presence than Texaco in North America. This change is one component of our long-term plan to reinforce and grow the Havoline brand – one of the most enduring, respected and valued brands in the lubricant market.”

As a result of the move, the premium Havoline brand is expected to experience increased distribution through Chevron Lubrication Marketers and Chevron retail locations. Texaco retail fuel stations will also offer the Chevron branded Havoline product line. As part of this effort Chevron will grow its premium-branded, Havoline xpress lubes, with the Chevron master brand endorsement as well.

The only visible change to the Havoline product line will be the inclusion of the Chevron logo.




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