Havoline to Move Under Chevron Brand in North America

Chevron Products Company today 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.  Texaco retail fuel stations will also offer the Chevron branded Havoline product line.

As part of this effort Chevron will grow its premium-branded, Havoline xpress lubes, with the Chevron master brand endorsement as well. Click here to see new look

The only visible change to the Havoline product line will be the inclusion of the Chevron logo. Most importantly, Havoline motor oils will continue to offer outstanding engine protection to customers across North America.

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Editorial note: Following discussions with Doug Hinzie, JobbersWorld's take away is that this is a good news story for Chevron Lubricant Marketers.  This is because Chevron has now made it clear it is committed to the Havoline brand, passenger car engine oil business, and the DIFM and DIY classes of trade. And rather than risking the chance that Havoline (a ubiquitous brand with plenty of cachet) might fall back into the ranks of a me-too gas station brand, it appears Chevron is now working hard to dust off the brand and support it as a Chevron product and make it shine. Again, this could prove to be a good news story for Chevron marketers because it gives them more muscle in the consumer automotive market segment.

Safety-Kleen Canada Inc., Canada's largest collector and re-refiner of used motor oil, broke ground on October 28, 2010 on a $26 million expansion of its Breslau, Ontario, used oil re-refinery. The expansion will increase the facility's processing capacity by 25 percent, from 40.2 million gallons to 50.5 million gallons of used oil annually. This increase in re-refining capacity will allow the used oil generated by the equivalent of 130,000 engine oil changes a day to be re-refined back into high quality lubricating oils.

"Re-refining makes an enormous contribution to reducing waste, reducing energy consumption and lowering greenhouse gas emissions, all while creating jobs and investment in Ontario's economy," said Dale MacIntyre, vice president of Safety-Kleen Canadian Refinery Operations.

"We're glad to be part of growing Ontario's green economy, and this investment expands our ability to re-refine lubricants made from non-renewable resources and recycle and re-use them as part of a comprehensive cradle-to-cradle environmental management system."

The Honourable John Wilkinson, Ontario Minister of Environment, attended the ground breaking ceremonies at Safety-Kleen's Breslau facility.

"Ontario's progressive policies on waste diversion support the growth of Ontario's green economy," Wilkinson said. "Investments like this one by Safety-Kleen will ensure the steady transformation of Ontario's economy to one that converts what was once considered waste into a new source of wealth for Ontarians."

About Safety-Kleen Safety-Kleen is a leading North American used oil recycling and re-refining, parts cleaning and environmental solutions company, with approximately 4,100 employees serving more than 330,000 customer locations in the United States, Canada, Mexico and Puerto Rico.

CAM2 is now a fully licensed dexos1™ motor oil producer and supplier.

CAM2 International LLC has received its formal certificate of approval and license number (RBIA1008019) from GM for its dexos1™ offering. This new product will be offered for sale under the CAM2 dexos1™ name as a full synthetic 5W-30 Motor Oil.

Garry Rooney, Senior VP of Special Projects and Opportunity Development, CAM2 says, "CAM2 dexos1™ Full Synthetic Motor Oil, meets GM's new state-of-the-art dexos1™ global engine oil specification as well as ILSAC GF-5 and API SN-RC performance levels."