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Legendary Texaco returns to Brazil after more than a decade with a new business model. The first gas station has been opened and the brand promises to challenge major market players such as Petrobras and Shell. Will Brazilians embrace the return?
An iconic brand is back on Brazilian roads, promising to transform the fuel market and challenge giants like Shell and Petrobras.
After 19 years outside Brazil, Texaco re-emerges with an ambitious proposal that combines innovation, nostalgia and a new commercial approach that could revolutionize the sector.
The first step of this return took place in Palhoça, Santa Catarina, in early November 2024, with the opening of the first Texaco station in Brazil in more than a decade.
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According to Ipiranga, the partner responsible for the operation in the country, This is just the beginning of a planned expansion to several states, such as São Paulo and Rio de Janeiro, in the coming months..
A story of tradition and return
Founded in 1901, in Texas, Texaco arrived in Brazil in 1915, gaining space and popularity over the decades.
At the height of its presence in the country, the brand had around 2 gas stations, offering products and services that gained the trust of consumers.
However, in 2008, the Ultra group, which controls Ipiranga, acquired Texaco's operations in Brazil and converted the stations to its own brand, ending the North American brand's presence in the country.
Now, thanks to a licensing agreement signed in May 2024 between Chevron Brands International LLC, owner of Texaco, and Ipiranga, the brand returns to the market with a modern strategy focused on premium fuels.
Business model innovation
Unlike the traditional format, where distributors invest in the infrastructure of the stations, Texaco's return to Brazil introduces the concept of the “reseller-investor”.
In this model, the gas station owners assume the structural costs, while Ipiranga is responsible for supplying fuel and marketing campaigns.
According to Bárbara Miranda, vice president of marketing and business development at Ipiranga, This model offers greater freedom and autonomy to resellers, allowing regional exclusivity and eliminating the long mandatory purchase contracts that predominated in the market.
“This new paradigm makes the movement easier for Ipiranga and gives more freedom to the reseller, who is not tied down by a contract for so long”, explains Bárbara.
The executive emphasizes that, although large chains are the main candidates to operate Texaco stations, Smaller resellers with suitable profiles will also be able to benefit from the brand.
Technology and strategic expansion
Texaco returns to Brazil with its line of additive fuels, known for its Techron technology, which promises greater efficiency and care for vehicle engines.
In addition, Texaco stations will also feature Star Mart convenience stores and Star Lube oil change services, enhancing the experience offered to consumers.
The first unit in Palhoça is already operating and serves as an initial milestone in this new phase.
According to Ipiranga, The next steps include expansion to strategic states such as São Paulo and Rio de Janeiro in 2024.
A Chevron, owner of Texaco, sees Brazil as a market with huge potential, especially in the premium fuel segment, which is growing as consumers seek greater quality and efficiency.
The impact on the Brazilian market
Texaco's return promises to intensify competition in a market dominated by brands such as Shell, BR Distribuidora (Petrobras) and Ipiranga itself.
The brand relies on its tradition and the nostalgia of consumers who lived through the golden era of Texaco in Brazil.
For Ipiranga, relaunching Texaco is a opportunity to strengthen its presence in the additive fuel segment, a niche that has shown consistent growth in recent years.
The expectation is that the innovative business model and the strength of the Texaco brand will increase sales and attract new consumers.
What to expect from the future?
With Texaco already operating in Palhoça and concrete expansion plans, the coming months will be crucial to assess the impact of this strategy on the market.
The “dealer-investor” model could be a game changer, opening up space for more flexibility in the fuel sector.
Meanwhile, consumers have another option to fuel their vehicles with quality and efficiency.
Will Texaco's return be able to win the hearts of Brazilians again and oust giants like Shell and Petrobras?
You said that Texaco will challenge giants like Shell and Petrobrás. I ask, don't you know that Petrobrás is no longer a distributor, that the myth sold BR Distributor, with the right to use the name Petrobrás for 10 years, to VIBRA.
I am 63 years old and when I was a teenager in the 70s, 80s and 90s I always accompanied my father in his car and they only used Deixe. I remember that blue gasoline worked on a farm in Maranhão where I only used the lubricants eyes were very good today I work in the taxi business I really liked the news that there was going to be tea returned to Brazil because I also always used its lubricants congratulations on the return of Deixe to Brazil.
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