Chevron (NYSE:CVX) announced Monday they're rebranding Havoline under the Chevron logo by the middle of 2011.
Doug Hinzie, vice president, Americas, Chevron Lubricants, said in a statement, "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. 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."
Chevron released disappointing results for the last quarter on Friday, with third-quarter earnings dropping almost 2 percent on currency exchange challenges and the Gulf oil moratorium imposed by the Obama administration.
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