A historic brand that promises to challenge giants like Shell and Petrobras is back in Brazil. Will the brand be able to stand out again?
In a scenario where the competition for every liter of fuel intensifies, a giant in the sector decided to bring back a brand that made history on Brazilian roads.
With the promise of technological innovation, Chevron announced the return of Texaco stations to Brazil, rekindling a historic rivalry with big names such as Shell and Petrobras. But why, after years out of the market, did Texaco decide to return?
Chevron brings Texaco back to Brazil
In a strategic move that promises to shake up the Brazilian fuel market, Chevron has reached an agreement with Ipiranga to reintroduce Texaco stations in the country.
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According to information released by the CNN, the return of the iconic brand involves the plan to position itself as a competitor to the industry leaders.
Partnership with Ipiranga and national expansion
The operation will be conducted in partnership with Ipiranga, which will be responsible for selling Texaco fuels and operating convenience stores under Chevron's Star Mart brand.
According to Tracey Gardiner, Chevron's vice president of lubricants for the Americas, the collaboration between the companies aims to strengthen Texaco's presence in Brazil, offering fuels with Techron's advanced technology and services that meet customer needs.
“Our goal is to continue to build the strength of the Texaco brand in close collaboration with Ipiranga. Through a nationwide network of service stations, Texaco will provide a complete experience to consumers, both when refueling and in their daily lives,” said Gardiner in an official statement.
Impact on the Brazilian fuel market
Texaco's re-entry into Brazil represents a significant reinforcement for Ipiranga's portfolio, which sees the brand as an international seal capable of adding value to the fuel distribution market.
For Chevron, the return is part of a long-term commitment to Brazil, where the company has a history spanning more than a century.
Texaco's history in Brazil dates back to 1915, when the company began manufacturing and selling automotive and industrial lubricants in the country.
Just two years later, Texaco opened its first gas station in the United States, quickly expanding to other regions. However, in 2005, after 90 years of operations, Texaco Brasil changed its corporate name to Chevron Brasil Ltda.
The merger with Chevron and the Texaco legacy
The merger of Chevron Corporation and Texaco Inc. in October 2002 resulted in the formation of ChevronTexaco Corporation, positioning itself as the second largest energy company headquartered in the United States.
This strategic move allowed Chevron to consolidate its global presence and, three years later, absorb Texaco's operations in Brazil. In 2008, the brand was acquired by the Ultrapar group, which controls Ipiranga, for R$1,16 billion, adding around 2 stations to the Ipiranga network.
Strategic return and challenges ahead
Texaco's return to Brazil not only revives a brand that is part of the memory of many Brazilians, but also puts Chevron in a strategic position to compete with giants in the sector.
Now that Texaco is back in the Brazilian fuel market, do you think we will see different fuel prices? Leave your opinion in the comments!