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THE MARKET Originally derided as a “horseless carriage” when it was invented more than 100 years ago, the automobile soon captured the pub - lic imagination and transformed daily life. This worldwide love affair with the auto - mobile has created an ever-expanding mar - ket, not only for the fuels and products to keep cars running, but also for the network of retailer service stations and convenience stores for supplying customers. From the first oil wells found in Pennsylvania, California, and Texas in the second half of the 19th century to today’s exploration operations that span the globe, energy companies like Chevron supply refined petroleum products to marine, avia - tion, and lubricants industries to keep the world moving. In addition, Chevron-branded prod - Decisions , and for the second year in a row, success, Star Oil Works was renamed California ucts and services like the unsurpassed Techron ® ExtraMile was named Best Overall Convenience Star Oil Works Company (CSOW), and had becom e engine deposit cleaning additive, Chevron credit Store by Convenience Store Petroleum magazine. The an attractive candidate for acquisition by a com - cards, and Chevron convenience stores have outstanding quality and convenience of ExtraMile pany with the financial acumen and capability to become an established part of the automotive prod - complements the quality that customers have come bring the products to market. That organization was ucts market. to expect from Chevron gasolines with Techron ®. Pacific Coast Oil Company (PCO), Chevron’s ear - Chevron’s proprietary gasoline additive, liest predecessor, which acquired CSOW in 1879. ACHIEVEMENTS Techron ® is widely recognized throughout the In the late 1880s, Standard Oil Co. (Iowa) — As one of three brands owned by Chevron Corpor- industry as providing unsurpassed intake system part of John D. Rockefeller’s Standard Oil conglom - ation, which is the second-largest U.S.-based cleanliness on vital engine parts, helping deliver erate — had become a leading marketer on the energy company and the fifth-largest in the world, improved vehicle driving performance, optimal U.S. West Coast. By 1900, Rockefeller’s Standard the Chevron brand can be found at over 7,500 retail fuel economy, and reduced emissions. In fact, Oil Company (New Jersey), the holding company outlets in 29 U.S. states, primarily in the West, Chevron became the first marketer to have its fuel of the conglomerate, acquired PCO, adding pro - South, and Southwest, and in western Canada. approved as meeting performance criteria set by duction to its preeminent position in marketing. BMW, GM, Honda, Toyota, and Volkswagen/ Six years later, it fully integrated the operations of Audi for TOP TIER Detergent Gasoline — a stan - PCO and Iowa Standard to create Standard Oil Co. dard for gasoline detergency significantly higher (California). Over the next two decades, Standard than that established by the U.S. Environmental Oil (California) became the marketing leader in its Protection Agency. All grades of Chevron gaso - five-state West Coast area, driven by strong brand line with the Techron ® additive meet the TOP awareness, aggressive marketing, and an impres - TIER Detergent Gasoline criteria. Chevron also sive roster of products, including Royal Crown became the first marketer in Canada to have its gasoline and Zerolene motor oil. fuel approved as meeting the TOP TIER standard. Flush with the acquisition of Pacific Oil Co. in 1926, the company reincorporated as Standard HISTORY Oil Co. of California, or Socal. In the 1930s, In the 1860s, spurred by memories of the gold rush, Socal formed three joint ventures that sparked its hordes of prospectors descended on California international expansion. Two of these ventures seeking another kind of bounty: black gold. It took involved exploration rights extending from the more than 10 years before anyone succeeded, but deserts of Saudi Arabia to the jungles of in September 1875, Alex Mentry of Star Oil Works Indonesia. The third involved the birth of a his - overcame rattlesnakes, wasps, mud, and underbrush toric partnership with The Texas Co. (later, to strike oil in California’s Pico Canyon. Two years Texaco) to form California Texas Oil Co. Ltd., or Capitalizing on the success of Chevron’s later, this remote portion of the rugged Santa Caltex, with marketing operations from Africa to ExtraMile convenience stores, the program is now Susana Mountains of San Joaquin County yielded a Asia and a small refinery in Bahrain that would available to retailers in Washington, California, and greater find when Mentry drilled Pico No. 4, become the first of a widespread global network. Oregon as an award-winning franchise offering. which, when deepened in 1877, became a gusher In the decades that followed, the company con - Chevron earned the 2008 Convenience Store Chain yielding 70 barrels of oil per day, establishing tinued to focus on global operations, from the of the Year award from Convenience Store California as an oil-producing state. Soon after its development of the Minas and Duri fields in 30 Sumatra to construction of the 1,068-mile Trans- To help build the strong brand connection More than 70 years ago, Socal adopted as its Arabian pipeline in Saudi Arabia. The company with customers, Chevron’s nationwide introduc - company symbol a three-bar chevron based on an also pursued growth through partnerships, includ - tion of completely redesigned service stations ancient design motif identified with rank and ing the acquisition of Standard Oil Co. (Kentucky) with a cleaner and more contemporary look con - service. The symbol came to be so strongly in 1961 and the merger with Gulf Oil Corporation tinues in 2009. Based on consumer feedback, a linked to the company products and service sta - in 1984. The Gulf merger gave rise to a new corpo - rate name, Chevron Corporation, which was derived from the chevron-shaped logo that Socal had been using on products for decades and under which it operated in many U.S. locations. The change reflected the brand’s powerful association in the public’s mind with quality, value, and service. In the years ahead, as petroleum companies engaged increasingly in megaprojects, they became more prone to seek partners to share capital and risk. In 2001, Chevron Corporation and Texaco Inc., two long-standing partners, agreed to a historic new Chevron logo highlights the refreshed motif tions that Chevron became the corporate name in merger that created today’s Chevron Corporation. along with a brighter fueling area, more energy- 1984. Even before the introduction of the efficient lighting system, and more ergonomic Chevron logo, the company’s products — such as THE PRODUCT fueling islands. This significant investment fur - Red Crown gasoline and Zerolene motor oil — Chevron’s quality products are designed to keep ther demonstrates the commitment that Chevron were brands synonymous in the public mind with vehicles running efficiently and include Chevron makes to maintaining its brand image with dedi - quality, value, and service. Those with Techron ® gasoline and Chevron diesel fuels, cated customers. same attributes are more than plus coolants, transmission fluids, and a full just a representation of the range of lubricants for passenger cars and diesels. PROMOTION organization; they are a prom - Since 1973, all three major U.S. auto manufac - For much of its history, the company’s ise to customers. turers have used Chevron gasolines to help their advertising focus was on the superior Moreover, a strong brand can - new engines pass the U.S. Environmental Pro- quality of Chevron’s product line, not exist without a strong employee tection Agency’s tough 50,000- and 100,000-mile whether the medium was print, bill - culture. The behavior and actions of emissions system durability tests. With the intro - boards, or television. In recent Chevron’s people help mold what the brand duction of Techron ® in 1995, Chevron gasolines decades, this approach has com - has been and what it will become. Take, for continue to offer great engine performance with the bined with corporate advertising instance, Chevron’s group of highly trained lowest possible deposit-related engine emissions. that focuses on the company’s tanker truck drivers. Every day around the world, values. One memorable U.S. thousands of fuel deliveries are made to Chevron RECENT DEVELOPMENTS corporate campaign, launched stations. And for Chevron Master Drivers — a After analyzing retail data of all fuel brands for in 1985, was titled “People Chevron tanker driver who has 20 years of experi - 2007, the Lundberg Letter ranked Chevron as the Do” and featured the com - ence without an incident, accident, spill, or ticket king of brand value for the fifth consecutive year, pany’s efforts to protect the envi - of any kind — what they consider routine per - and for the fourth straight year, the Oil Price ronment near its facilities. From artificial reefs in formance has helped personify Chevron’s goal of Florida to raptor perches in Wyoming to the safe operations. Everywhere they go, Chevron preservation of butterfly habitats in California, drivers carry the company logo. They play a criti - the 16-year campaign became familiar to televi - cal role in representing the Chevron brand on the sion viewers in the United States, accompanied roads where customers drive. by magazine advertisements. In May 1995, Chevron launched one of its longest-lasting, and most endearing, marketing THINGS YOU DIDN’T KNOW ABOUT promotions: the Chevron Cars. Quirky and CHEVRON playful, the appealing automobiles talk about the concerns, hopes, and dreams of cars every - where and subtly promote the company’s high- H Chevron’s Techron ® additive is so advanced quality products. in its cleaning ability that when the technol - From the original Sam Sedan, Tony Turbo, ogy was originally introduced in the early and Wendy Wagon to the latest model, Fuller Fire 1980s, it already surpassed 1995 EPA Truck — which shares with children and their deposit control requirements, almost 15 families the importance of having a fire safety years before they came into effect.