Chevron Products Co. announced that beginning July 14, Chevron and Texaco commercial and industrial (C&I) lubricants will be marketed under the Chevron brand in the United States and Canada.
The company says this action will allow it 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; the outcome will be a single lubricant portfolio combining technologies from the Texaco and Chevron C&I lines.
This transition applies only to Chevron’s C&I product lines; the company says it remains committed to its consumer product lines, including Texaco Havoline and Texaco Xpress Lube, throughout the United States and Canada. Texaco-branded C&I products in Latin America, Europe and Asia will not be affected. Chevron says its Delo product family will remain the company’s premier commercial-grade diesel lubricant line.
“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,” says Vince Kyle, general manager of North American finished lubricants for Chevron Products Co. “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 enable us to focus our research and development efforts on the continued delivery of world-class products.”
