Texaco Rebranding To Chevron

[ClownLoach]

Hawaiian Chevron stations are in the process of being rebranded to Texaco because they were all sold to "Island Energy". They will still use Techron additives and accept Chevron credit cards. They aren't 100% clear about it but it sounds like that Hawaiian company "Island Energy" owns the name Texaco now or has an exclusive license. So it appears all Hawaii Chevrons become Texaco, and all continental US Texaco become Chevron because of that deal specifically.

[Alpha8472]

Now the Chevron corporate stations may lose out. The cheapest gas will win. The dealer stations often give cash discounts.

Then again those former Texaco stations didn't get much business previously. They may do even more sales as Chevron is a more trusted brand in the San Francisco Bay Area.

[storewanderer]

Hawaiian Chevron stations are in the process of being rebranded to Texaco because they were all sold to "Island Energy". They will still use Techron additives and accept Chevron credit cards. They aren't 100% clear about it but it sounds like that Hawaiian company "Island Energy" owns the name Texaco now or has an exclusive license. So it appears all Hawaii Chevrons become Texaco, and all continental US Texaco become Chevron because of that deal specifically.

Island Energy only has rights to that name in Hawaii. The name is still owned by Chevron otherwise.

I think they've determined Chevron branded stations get more traffic and can command a higher price. At least in the western US.

I think the Texaco name may have more weight/value in some other regions.

[storewanderer]

Now the Chevron corporate stations may lose out. The cheapest gas will win. The dealer stations often give cash discounts.

Then again those former Texaco stations didn't get much business previously. They may do even more sales as Chevron is a more trusted brand in the San Francisco Bay Area.

Chevron corporate probably isn't too concerned. They make money either way.

Any idea if the Benicia Jack in the Box/Texaco combo still has the Texaco branding? That was corporate too. And a dealer Chevron/Carls across the freeway.

There was at the Bradshaw exit from Highway 50 in Sacramento a Jack in the Box/Texaco combo but it appear that has Chevron branded fuel now. That was corporate but looks like it may be a dealer site now.

[Super S]

In the past week, I noticed a low price for gas at one of the remaining Texaco stations here, so decided to stop there and fill up as they do take Chevron cards.

This particular location struck me as a "budget" station/convenience store. The lot was small, a car could easily back into you at the pump if not making a very hard turn while backing out, and all of the signs have faded on the building. I also noticed the pumps were obviously repainted from the Chevron colors, as the brushed-on black paint is chipping off revealing the blue underneath (This one has never been a Chevron). Also no squeegees were available for cleaning your windshield. The screens on the pumps did have the Chevron logo on them. But I noticed what appeared to be a lack of maintenance and am not sure if I will return again.

This location has been rebranded several times, I remember Mobil, then BP, then 76 before Texaco. I am not sure this one will become a Chevron as there is an existing Chevron just down the hill. But with a nearly 50 cent a gallon difference between this Texaco and the Chevrons that are closest, I wonder if what's left of Texaco is being re-positioned locally as a budget brand.

I have been pretty loyal to Chevron as I have yet to have a quality issue with their fuel, and don't mind paying a few cents more a gallon, but when the difference is 50 cents or more, I take notice, sometimes crossing the bridge to Rainier, Oregon to fill up. I am watching to see if any of the other major brands entering the market such as Marathon and Sinclair take hold and add more locations in this area. Marathon and Sinclair both are selling fuel at a much lower price, including a Sinclair that rebranded from Shell and used to always be the same as the Chevron across the street.

[jamcool]

Most fuel distributors offer several fuel brands-along with unbranded fuel. It is easier nowadays for a dealer to changeover to a brand that is more popular in that area or has ties to a grocery store loyalty card (like Kroger with Shell and Albertsons with Chevron). And different fuel brands have different requirements with the dealer on things such as pumps and signage and credit card acceptance.

[storewanderer]

In the past week, I noticed a low price for gas at one of the remaining Texaco stations here, so decided to stop there and fill up as they do take Chevron cards.

This particular location struck me as a "budget" station/convenience store. The lot was small, a car could easily back into you at the pump if not making a very hard turn while backing out, and all of the signs have faded on the building. I also noticed the pumps were obviously repainted from the Chevron colors, as the brushed-on black paint is chipping off revealing the blue underneath (This one has never been a Chevron). Also no squeegees were available for cleaning your windshield. The screens on the pumps did have the Chevron logo on them. But I noticed what appeared to be a lack of maintenance and am not sure if I will return again.

This location has been rebranded several times, I remember Mobil, then BP, then 76 before Texaco. I am not sure this one will become a Chevron as there is an existing Chevron just down the hill. But with a nearly 50 cent a gallon difference between this Texaco and the Chevrons that are closest, I wonder if what's left of Texaco is being re-positioned locally as a budget brand.

I have been pretty loyal to Chevron as I have yet to have a quality issue with their fuel, and don't mind paying a few cents more a gallon, but when the difference is 50 cents or more, I take notice, sometimes crossing the bridge to Rainier, Oregon to fill up. I am watching to see if any of the other major brands entering the market such as Marathon and Sinclair take hold and add more locations in this area. Marathon and Sinclair both are selling fuel at a much lower price, including a Sinclair that rebranded from Shell and used to always be the same as the Chevron across the street.

Around Sacramento I've noticed a couple Texaco stations in not great neighborhoods that sometimes post a very low price as much as .50 below surrounding stations, then other times have a price .30 higher than surrounding stations. It doesn't make any sense to me.

As far as station standards go, the same standards are supposed to apply to both Chevron and Texaco stations. There is no branding positioning Texaco as a discount option or one that has fewer pump amenities. That is just straight poor station management.

What is interesting about the station you found is it has had the Texaco branding since at least 2007. So this was a very early Texaco branded site that was affiliated with Chevron. I am almost wondering if this site somehow was able to "skip over" converting to Shell, and it has had Texaco branding since before Chevron had the ability to market under the Texaco brand in the US (2004). I know there were a few sites like that which "refused" to convert to Shell, then at the point Chevron got the ability to market as Texaco, simply moved over to the Chevron payment network and put some stickers about Techron on the pumps and didn't do any further branding work.

[Super S]

Around Sacramento I've noticed a couple Texaco stations in not great neighborhoods that sometimes post a very low price as much as .50 below surrounding stations, then other times have a price .30 higher than surrounding stations. It doesn't make any sense to me.

As far as station standards go, the same standards are supposed to apply to both Chevron and Texaco stations. There is no branding positioning Texaco as a discount option or one that has fewer pump amenities. That is just straight poor station management.

What is interesting about the station you found is it has had the Texaco branding since at least 2007. So this was a very early Texaco branded site that was affiliated with Chevron. I am almost wondering if this site somehow was able to "skip over" converting to Shell, and it has had Texaco branding since before Chevron had the ability to market under the Texaco brand in the US (2004). I know there were a few sites like that which "refused" to convert to Shell, then at the point Chevron got the ability to market as Texaco, simply moved over to the Chevron payment network and put some stickers about Techron on the pumps and didn't do any further branding work.

The station I am referring to is known as Holt's Quik Chek Market at 400 N. Pacific in Kelso, WA.

I do not know the exact timing of the branding, but will say that this was a Mobil, which then became BP as they took over Mobil stations in this area. When BP left this, like many others, became a 76, then at some point switched to Texaco. I have seen a few stations in Vancouver which went from Texaco to Shell, while others remained Texaco much longer.

The store itself is pretty old, and might date to the 1970s. It hasn't really had many updates except for the occasional repaints for rebranding. The placement of the pumps hints that this might have started as a regular service station, or as a tore without gas at first, but I can't say for sure as there is a transmission shop right next door which looks like it was an old service station (and always has been since I first arrived in this area in the mid 1980s)

I know of one large Texaco north of here: Gee Cee's Truck Stop. I am not sure about their pricing etc. right now, but find it interesting that such a visible location has remained Texaco.

[veteran+]

Most fuel distributors offer several fuel brands-along with unbranded fuel. It is easier nowadays for a dealer to changeover to a brand that is more popular in that area or has ties to a grocery store loyalty card (like Kroger with Shell and Albertsons with Chevron). And different fuel brands have different requirements with the dealer on things such as pumps and signage and credit card acceptance.

Yup, and even more complicated dances in this category that has created a cluster XXXX of nonsense, diluting quality, service, accountability, branding, etc. etc.

Often times you just don't know WHAT company you are dealing with. And these often crappy, inconsistent, high priced "convenience" stores?

[storewanderer]

Around Sacramento I've noticed a couple Texaco stations in not great neighborhoods that sometimes post a very low price as much as .50 below surrounding stations, then other times have a price .30 higher than surrounding stations. It doesn't make any sense to me.

As far as station standards go, the same standards are supposed to apply to both Chevron and Texaco stations. There is no branding positioning Texaco as a discount option or one that has fewer pump amenities. That is just straight poor station management.

What is interesting about the station you found is it has had the Texaco branding since at least 2007. So this was a very early Texaco branded site that was affiliated with Chevron. I am almost wondering if this site somehow was able to "skip over" converting to Shell, and it has had Texaco branding since before Chevron had the ability to market under the Texaco brand in the US (2004). I know there were a few sites like that which "refused" to convert to Shell, then at the point Chevron got the ability to market as Texaco, simply moved over to the Chevron payment network and put some stickers about Techron on the pumps and didn't do any further branding work.

The station I am referring to is known as Holt's Quik Chek Market at 400 N. Pacific in Kelso, WA.

I do not know the exact timing of the branding, but will say that this was a Mobil, which then became BP as they took over Mobil stations in this area. When BP left this, like many others, became a 76, then at some point switched to Texaco. I have seen a few stations in Vancouver which went from Texaco to Shell, while others remained Texaco much longer.

The store itself is pretty old, and might date to the 1970s. It hasn't really had many updates except for the occasional repaints for rebranding. The placement of the pumps hints that this might have started as a regular service station, or as a tore without gas at first, but I can't say for sure as there is a transmission shop right next door which looks like it was an old service station (and always has been since I first arrived in this area in the mid 1980s)

I know of one large Texaco north of here: Gee Cee's Truck Stop. I am not sure about their pricing etc. right now, but find it interesting that such a visible location has remained Texaco.

Yes, I figured that was the station. The pumps look like an add on. Or possibly a situation where it previously had two small little box style gas pumps out front (basically allow 2 vehicles to fuel at once) then as Texaco it got upgraded to have 2 large pumps out front (allow 4 vehicles to squeeze in and fuel at once). I think that was always a convenience store building.

I notice another similarly run down long time recently debranded Texaco near there which I suspect also was "never Shell" and stayed Texaco all along at 3803 Ocean Beach Highway in Longview.

The Truck Stop looks like it may have at some point debranded from Texaco but then rebranded back under Chevron. I notice it has the Chevron-model Texaco imaging (unlike the other two discussed here) and has had that imaging for over 10 years. But if you look at the store building for the truck stop there is a "Travel Plaza" graphic; to the right of that is an scraped out Texaco star. Not sure why they scraped it out. But those graphics like that "Travel Plaza" and "Food Mart" with the Texaco star to the right of them, were all old Motiva-era (Shell/Texaco) marketing tools for the Texaco brand. It is possible that stations still generated these signs early on in the Chevron era, but I haven't seen those generated since the Motiva days. Whoever owns this may just want to keep it branded Texaco.

Sometime recently this station took on Texaco branding:
7640 CA-147, Lake Almanor, CA
This one up until 5 or so years ago still had a green and yellow BP price sign and was unbranded.