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SAN RAMON, Calif. -- Chevron Products Co. reached an agreement with PRIMEDIA Enterprises to name the Texaco with Techron brand, one of Chevron's three fuel brands, the first official sponsor of seven of PRIMEDIA's automotive consumer publications -- Motor Trend, Automobile, Truck Trend, Sport Compact Car, European Car, Motorcyclist and Dirt Rider.
As part of the partnership, vehicles in comparison road tests conducted in the U.S. will be fueled with Texaco with Techron. In addition, the PRIMEDIA publications will feature the brand as the official fuel source in a series of print and online advertisements and point-of-purchase displays throughout the next year.
"Texaco's long-standing reputation as a trusted provider of quality fuel products makes partnering with PRIMEDIA a natural extension of our brand," Shariq Yosufzai, president of Chevron Global Marketing, said in a written statement. "Providing our quality fuel with the Techron additive will allow these cars to perform at their best during road tests for these major automobile publications."
The venture is part of Texaco's strategy to reinforce the brand's advertising campaign that focuses on the celebration of experts who know and love cars and are driven by performance, the company stated. The theme, called "People in the Know Trust Texaco," began in April.
"We look forward to working with Texaco over the next year and aligning the selected PRIMEDIA publications with a brand that shares our passion for automotive excellence," said Sean Holzman, president of PRIMEDIA Enterprises. "Our automobile publications' staff and readers recognize that an unsurpassed driving experience involves everything from superior manufacturing and maintenance to the quality of gasoline they put in their cars."