The Auto Channel
The Largest Independent Automotive Research Resource
The Largest Independent Automotive Research Resource
Official Website of the New Car Buyer

Texaco Becomes First-Ever Fuel Sponsor for Prime Media Automotive Publications


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But First Snide's Remarks; I welcome the recognition of the power of sponsorships by Chevron, but this is not a new concept for petroleum product marketers.

In 1995 the late ad man Mr. Dick Westman who passed in October 2004, foresaw the power of The Internet and the future of interactive marketing and committed his client Pennzoil to the emerging Digital World’s first and largest ad product sponsorship in the new digital medium, with a title sponsorship position on www.theautochannel.com.

In 1996 with the financial and halo support of a 2 year Pennzoil sponsorship ($1.2 million) The Auto Channel went on line and changed the way automotive information and entertainment is delivered to a massive and enthusiastic audience. The Pennzoil support allowed The Auto Channel to provide many world first’s; including the first digital audio and video coverage from major motor sports events including The Indy 500 as well as NASCAR races and in car driver to crew communications.

And for the first time ever the The Auto Channel allowed the North American online new car buyers to easily see and compare the specs of every new car available to them, and for the first time see actual Dealer Invoice pricing for free.

Dick, who as President of ad agency Eisaman, Johns and Laws and account exec for long time Pennzoil account, had the ears and trust of Pennzoil execs Bob Merz and Tom Floyd who along with other Pennzoil visionaries supported the FIRST bold and far reaching jump into the digital world.

So I am sure that looking down on all of us is a great friend and heroic ad man with a smile on his face…Dick was too nice to say I told you so …but I’m not…once again it has taken 10 years to catch up…welcome to the Right Place.

Welcome Chevron.

Let me know what you think; msnide@theautochannel.com

SAN RAMON, Calif.--Chevron Global Marketing today announced a new agreement between Chevron Products Company and PRIMEDIA Enterprises, the licensing and merchandising division of PRIMEDIA Inc., in which Texaco with Techron®, one of Chevron’s three fuel brands, will become the first-ever official fuel sponsor for seven of PRIMEDIA’s leading automotive consumer publications, including Motor Trend, Automobile, Truck Trend, Sport Compact Car, European Car, Motorcyclist and Dirt Rider.

As part of the relationship, all vehicles participating in comparison tests conducted in the United States for PRIMEDIA’s road test editorials will be fueled with Texaco with Techron. The select PRIMEDIA publications will feature Texaco with Techron as their official fuel source with a series of print and online advertisements and point of purchase displays. These will appear throughout the next year, enabling Texaco to increase brand awareness among millions of passionate automotive enthusiasts.

“Texaco’s long-standing reputation as a trusted provider of quality fuel products makes partnering with PRIMEDIA a natural extension of our brand,” said Shariq Yosufzai, president of Chevron Global Marketing. “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.”

“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.”

This new venture is part of Texaco’s movement to reinforce the brand’s latest global advertising campaign – a celebration of the experts who know and love their cars and are driven by performance. The brand’s re-launch, centered on the theme of “People in the Know Trust Texaco,” kicked off in April 2006, three months before Chevron gained U.S. exclusive rights to the Texaco brand, which it formerly shared with Shell.

Texaco’s motorsports relationships extend beyond the PRIMEDIA relationship with a rich heritage in auto racing that includes a 20-year major sponsorship in the National Association of Stock Car Auto Racing (NASCAR) NEXTEL Cup Series. This year, Texaco is making history after signing on the first Formula One driver to ever join the NEXTEL cup ranks, Juan Pablo Montoya, to pilot the No. 42 Texaco/Havoline Dodge Charger.

Chevron Corporation is one of the world's leading energy companies. With more than 56,000 employees, Chevron subsidiaries conduct business in approximately 180 countries around the world, producing and transporting crude oil and natural gas, and refining, marketing and distributing fuels and other energy products. Chevron Global Marketing is a division of Chevron Global Downstream LLC, a wholly owned indirect subsidiary of Chevron Corporation. Chevron Products Company is a division of Chevron U.S.A. Inc, a wholly owned indirect subsidiary of Chevron Corporation, and markets under three world-class brands — Chevron®, Texaco and Caltex™. Chevron is based in San Ramon, Calif. More information on Chevron is available at www.chevron.com. TECHRON is a registered trademark licensed to Chevron U.S.A. Inc.

About PRIMEDIA

PRIMEDIA is the leading targeted media company in the United States. With 2006 revenue from continuing operations of $849 million, its properties comprise over 100 brands that connect buyers and sellers through print publications, Internet, events, merchandise and video programs in two market segments:

  • Enthusiast Media is America’s #1 special interest media company, with more than 70 magazines, 90 websites, over 65 events, two television programs, 400 branded products, and such well-known brands as Motor Trend, Automobile, Automotive.com, Equine.com, Power & Motoryacht, Hot Rod, Snowboarder, Stereophile, Surfer, and Wavewatch.com.
  • Consumer Source Inc. is the #1 publisher and distributor of free consumer guides in the U.S. with Apartment Guide, Auto Guide, and New Home Guide, distributing free consumer publications through its proprietary distribution network, DistribuTech, in more than 60,000 locations. The Group owns and operates leading websites including ApartmentGuide.com, AutoGuide.com, NewHomeGuide.com; and America’s largest online single unit rental property business, comprised of RentClicks.com, RentalHouses.com, HomeRentalAds.com, and Rentals.com.