PHOENIX-- Chevron executives touted to attendees of its recent Retail Convention the performance-enhancing capabilities of its proprietary additive, Techron, saying it was part of what differentiated its fuel products and made Chevron a “premium” brand.
During a conference of approximately 1,300 attendees Oct. 3-4 in Phoenix, Carrie Holt, brand manager for San Ramon, Calif.-based Chevron, said third-party research has begun to verify Techron’s ability to enhance fuel quality. Several strategy initiatives, including tests at Chevron’s own Richmond Technology Center in Richmond, Calif., are allowing the Chevron brand to assert that “no gas gets better mileage,” she said.
She also said the company was working with geolocation providers to send digital messages to drivers in the vicinity of Chevron locations. The data so far has shown a significant lift in incremental visits, she said.
Earlier in May, Chevron announced that it was adding “unbeatable mileage” to the list of marketing claims about its Chevron with Techron and Texaco with Techron gasolines. Chevron said it was making the mileage claims for Chevron with Techron without specifying usage conditions.
Chevron previously touted the ability of its Techron additive to remove built-up engine deposits. Techron has a polyether amine-based composition that provides it with cleaning capability, the company said. Now, Chevron Products Co., a division of Chevron USA Inc., is adding a gas-mileage claim for its fuel with Techron that has reportedly been tested and proven.
Nearly 8,000 Chevron- and Texaco-branded stations in the United States offer gasoline in regular, plus and supreme grades with Techron. They now feature the new gas-mileage claim in a marketing program featuring several point-of-purchase elements. Chevron will also support the new marketing program with video, radio spots, digital and social-media efforts.
San Ramon, Calif.-based Chevron is a major integrated energy company that explores for, produces and transports crude oil and natural gas, and refines, markets and distributes transportation fuels and lubricants, petrochemicals and additives. It recently developed a joint-venture platform for its chain of ExtraMile convenience stores, partnering with Jacksons Food Stores, Meridian, Idaho, to expand the brand through franchises.
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