Chevron Products Company on November 1 announced that beginning mid-2011 it will 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 will create a more comprehensive Chevron product line while providing expanded marketing and sales opportunities across the continent for the Havoline brand.
Launched in 1904, Havoline is recognized worldwide as a leading premium passenger car motor oil, lubricant and coolant brand. The Havoline product line is sold regionally under the master brand that provides the greatest marketing advantage – Texaco in Europe and Latin America, Caltex in Asia Pacific and Africa, and now Chevron in North America.
"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 will experience increased distribution through Chevron lubrication marketers and Chevron retail locations.