Otal to the Increased Mobility and Modernization of Life
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br4_112-113 6/19/05 3:11 PM Page 112 THE MARKET Capitalizing on the growth Over the past century, the of the automobile industry, energy industry has been piv- Texaco’s founders introduced otal to the increased mobility a roster of successful fuel and modernization of life oil products, beginning with around the world, growing in Number Four Gasoline in tandem with the escalating 1909, followed two years later popularity of the automobile. by Texaco Auto Gasoline. As Today, the industry has multi- the automobile revolutionized ple roles, finding crude oil society, sales soared and the and natural gas with the help of Texaco brand became ever computers and satellites, man- more distinctive. ufacturing and blending prod- In 1928, Texaco became ucts to exact specifications, the U.S. industry’s first truly and employing a modern, national brand when it began worldwide network of tankers, marketing in all 48 states. To pipelines, and trucks to distrib- support its retail network, the ute the products to service sta- company introduced a wide tions and other end users. range of new and improved Within this market, Texaco products. Among the most suc- has built a century-long repu- cessful and enduring products tation as a true icon of the was Havoline motor oil, to automotive landscape. From which the company obtained the fuel-injected excitement of the rights when it acquired Havoline-sponsored NASCAR the Indian Refining Company racing to the simple assurance in 1931. that there’s a service station waiting for us down the brand has been synonymous with enduring per- Over its century-long history, the Texaco road, the Texaco brand continues to be a trusted formance for over 100 years. brand has benefited from strong advertising sup- symbol for motorists who care about their cars, and port, epitomized by the 1932 introduction of about driving. HISTORY Texaco Fire Chief Gasoline, promoted in radio In March 1901, after news of a gusher in broadcasts by comedian Ed Wynn. That tradition ACHIEVEMENTS Spindletop, Texas, sent thousands of prospectors continued with the 1948 television debut of The As part of the family of brands of Chevron Corp., scurrying to the region, industry veteran Joseph Texaco Star Theater, hosted by the medium’s first which is the second-largest U.S.-based energy Stewart “Buckskin Joe” Cullinan joined with New company and the fifth largest in the world, York financier Arnold Schlaet to found the Texas Texaco represents a full range of petroleum prod- Fuel Company. By April 1902, the rapidly expand- ucts, from fuels to lubricants to antifreeze and ing organization adopted a new name — The Texas services at convenience stores and Xpress Lube Company (later, Texaco). The company’s risk- facilities. Today, Texaco-branded products can be taking spirit proved vital when it made its first dis- found at more than 1,500 retail outlets in the covery in January 1903 in Sour Lake, Texas, after United States and more than 5,000 Texaco serv- gambling its future on the site’s drilling rights. ice stations in Europe, Latin America, and West Texaco’s founders established a marketing for- Africa. The Texaco mula that remains successful today: create a brand that customers identify with and trust, advertise and promote it strategically, and market products aggressively in countries around the world. Before the end of the decade, the Texas brand had emerged with its distinc- tive logo, based on a five-point star. It soon became one of the world’s most recog- nizable brand images to consumers in some 100 countries. 112 br4_112-113 6/17/05 4:32 AM Page 113 megastar, Milton Berle. In 1962, Texaco intro- Products Company to more than duced its famous advertising campaign, “Trust 1,000 locations in 13 southern your car to the man who wears the star,” which and eastern states, which began derived its 20-year success not only from its in July 2004. The rollout fol- clever line, but more importantly, from its tie to a lows a three-year period, begin- core brand value of trust. ning at the time of the 2001 Recognizing the worldwide power of the merger between Chevron and Texaco brand, the company became Texaco Inc. Texaco, during which Shell in 1959. The new name suited the company, which licensed the Texaco retail brand continued its strong performance across its oper- in the United States for the ating spectrum. Supporting the company’s prod- marketing and sale of gasoline ucts were a wide range of promotional activities, on an exclusive basis. On including its sponsorship of the Havoline racing July 1, 2006, Chevron Corp. will team and its support for the national Olympic assume exclusive rights to the teams of 38 countries in 1992 and the U.S. Texaco brand. Olympic teams at the 2000 Games in Sydney, the All grades of Texaco- Salt Lake City Games in 2002, and the Athens branded gasoline marketed by Games in 2004. Chevron in the United States Since 2001, when Texaco joined forces with contain Techron® and meet the Chevron Corp., the Texaco brand has preserved “TOP TIER Detergent Gaso- its iconic appeal to motorists in more than 110 line” criteria established by countries. Drawing upon a century of heritage, automakers BMW, General trust, and quality fuels and products that deliver Motors, Honda, and Toyota. unsurpassed performance, the Texaco brand This standard for gasoline deter- remains one of the world’s most identifiable and gency is higher than that set by highly regarded brand symbols. the U.S. Environmental Pro- tection Agency. In May 2004, THE PRODUCT Chevron gasolines became the Whether gasoline, jet fuel, motor oil, marine lubri- first in the United States to be cants, or antifreeze, Texaco-branded products and approved for this distinction. services have always been known for high quality, The most recent fuel product launch involves Raybestos Rookie of the Year Jamie McMurray of reliability, and performance — from an additive- Texaco with Techron, the same proprietary Chip Ganassi Racing with Felix Sabates. The type motor oil that reduced chattering, glazing, deposit control additive that helps eliminate Texaco/Havoline sponsorship has been a visible and burning in the Model T Ford to gasolines that deposit buildup on vital engine parts in Chevron and powerful company asset over the years, result- gasoline. This world- ing not only in legions of fans, but in significant wide rollout is cur- business growth across different business units. rently under way. Through local and BRAND VALUES national sponsorships, Built on a foundation of integrity and trust, Texaco’s Texaco is affiliated core brand values encompass the attributes of diver- with community organ- sity, partnership, high performance, responsibility, izations throughout the and growth. These values manifest themselves in world to improve the Texaco through a brand image that revolves around quality of life for indi- enduring performance. Based on the quality, clean- vidual communities, liness, safety, and reliability of its products, the ranging from a chil- Texaco brand delivers performance in a manner that dren’s art competition evokes the rugged heritage of the American West — eliminated fuel injector deposits. Directly and in Ireland (now in its 50th year) to an environmen- authentic, genuine, and a true original. through its affiliates, Texaco markets in more than tal study center in England to a variety of learning 110 countries, with fuel products and services programs for children in Colombia. sold predominantly in Europe, Latin America, and THINGS YOU DIDN’T KNOW ABOUT West Africa, and lubricants in North America and PROMOTION TEXACO other selected global markets. Through its sponsorship of motor sports, Texaco Texaco not only formulates motor oils to meet — in partnership with Havoline Racing — has ❍ industry specifications but also licenses products, long tested its lubricant products in the most In 1930, Texaco employee Stu Hawley assuring their quality and integrity. The com- demanding of laboratories: high-speed automo- broke cross-country records by driving a Texaco-fueled and lubricated Buick from pany’s Havoline motor oil features advanced tech- biles performing on the tracks and roads of the New York to Los Angeles and back in under nology, outstanding engine protection, and proven international racing circuit. This commitment has six days. performance. With more than 100 years of his- ensured the continued excellence of Havoline’s tory, Havoline motor oil is used by millions of products over the years and has built remarkable ❍ On April 2, 1959, an RW-300 digital com- customers to protect their automobiles’ engines customer loyalty among millions of racing fans. puter took control of polymerization pro- from heat stress, starting friction, and engine dirt. In 1972, Texaco/Havoline broke into auto rac- cessing at Texaco’s Port Arthur refinery, ing with its sponsorship of two-time world cham- making Texaco the first company to use a computer to run an industrial process. RECENT DEVELOPMENTS pion Emerson Fittipaldi on the Formula One In December 2004, Chevron Products Company circuit. On the stock car side, the 2005 season ❍ Texaco has sponsored many of the world’s began marketing gasoline under the Texaco retail marks Texaco/Havoline’s 18th consecutive year as greatest race car drivers, including Davey brand in eight western U.S. states, where it sponsor of the National Association of Stock Car Allison, Janet Guthrie, Don “the Snake” expects to be supplying more than 300 locations Auto Racing (NASCAR) NEXTEL Cup Series. Prudhomme, Tom Sneva, Mario and by the end of 2005. This expansion builds on the Once again, the No. 42 Texaco/Havoline Dodge Michael Andretti, and Ricky Rudd. success of the Texaco brand rollout by Chevron Charger will be piloted by 2003 NASCAR 113.