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SAN RAMON, Calif. -- ChevronTexaco Products Co. is now marketing gasoline under the Texaco retail brand in eight states in the Western United States, where it expects to be supplying more than 300 locations by the end of 2005. This expansion in the West builds on the success of the Texaco brand rollout in 13 Southern and Eastern states, which began in July 2004. In six months, the company has added more than 1,000 locations to its network, supplying Texaco stations from Texas through Maryland and the District of Columbia.
"The decision to expand the West further reinforces our commitment to one of the most recognized brands in the world with a 100-year history of quality," said Shariq Yosufzai, president of global marketing for ChevronTexaco. "Working alongside our local marketers was a key factor in the successful rollout of Texaco in the East and we foresee the same success for the Texaco brand in the West. We are excited to continue building the brand into its second century."
ChevronTexaco plans to continue growing the brand by attracting marketers to the heritage of the Texaco star. This month, ChevronTexaco will begin marketing the Texaco brand in Washington, Oregon, California, Idaho, Nevada, Utah, Arizona and New Mexico.
As part of its 2001 merger agreement, ChevronTexaco agreed to license the Texaco retail brand to Shell in the United States for the marketing and sale of gasoline on an exclusive basis until July 1, 2004. Currently, both ChevronTexaco and Shell have rights to use the Texaco brand in the United States. On July 1, 2006, ChevronTexaco will assume exclusive rights to the Texaco brand.
ChevronTexaco's objective is to successfully execute a global multi-brand strategy, supporting the Chevron and Texaco brands in the United States; continuing the long-standing brand strength of Texaco in Europe, Latin America and West Africa; and promoting the Caltex brand, which is recognized in the Asia-Pacific region and in Eastern, Central and Southern Africa.
"Our goal is straightforward," said Danny Roden, vice president of North American marketing for ChevronTexaco. "ChevronTexaco will continue investing in key geographies where we have, or can build, market and supply strength by offering premium gasoline products and a superior retail experience under two highly trusted brands."