Chevron Products Co. announced it will consolidate its Texaco Havoline lubricant product line in North America under the Chevron brand beginning in mid-2011. The only visible change to the Havoline product line will be the inclusion of the Chevron logo, officials said. As part of the rebranding effort, Chevron also will replace the Texaco branding on Havoline Xpress Lube facilities with the Chevron logo.
Launched in 1904, Havoline is a brand of premium passenger car motor oils, lubricants and coolants. By rebranding Havoline in North America, the company hopes to create a more comprehensive Chevron product line while expanding marketing and sales opportunities for Havoline.
The move is in line with how Chevron has positioned the Havoline brand internationally. Currently, the Havoline product line is sold regionally under the master brand the company believes provides the greatest marketing advantage. Havoline is sold under 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.”
The change is one component of Chevron’s long-term plan to reinforce and grow the Havoline brand. As a result, Havoline products will have increased distribution through Chevron Lubrication Marketers and Chevron retail locations. Texaco retail fuel stations also will offer the Chevron-branded Havoline product line, company officials said.