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Texaco's return promises to shake up the Brazilian market! With cutting-edge technology, emotional memory and a unique business model, the giant is betting on aggressive expansion in 2025. The brand already has a guaranteed presence in cities such as São Paulo and Rio de Janeiro. Will it be enough to take on Petrobras and Shell?
Behind the scenes of Brazilians' daily lives, a bold movement has begun to take shape, promising to change the scenario of gas stations in the country.
Without fanfare, an iconic brand full of history has decided to reopen in Brazil, aiming for a bold and innovative future.
But what explains this sudden return? And what are the real intentions of this industry giant? The answer, although simple, reveals a meticulously planned strategy.
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Last October, Texaco has resumed its operations in Brazil, five years after his departure in 2018.
According to information released by Ipiranga, a company that signed a licensing contract with Chevron to operate the brand, the first station was opened in Palhoça, Santa Catarina, on October 31st.
This is just the beginning of an expansive plan that includes opening branches in Rio de Janeiro and São Paulo from 2025 onwards, as explained by Bárbara Miranda, vice president of marketing and business development at Ipiranga.
Expansion strategy: Santa Catarina as a laboratory
The choice of Santa Catarina as a starting point was not by chance.
According to Bárbara Miranda, the partnership with Rede Galo, authorized in the region, aims to consolidate the brand's presence in the state before moving into other markets.
“We still have new business opportunities being qualified,” explained the executive., highlighting that Rio de Janeiro is already in an advanced stage of negotiations.
The operating model adopted by Texaco also marks a novelty.
Unlike traditional practices, Resellers now have autonomy to develop the brand and stations, with exclusivity in specific markets, such as neighborhoods, municipalities or states.
Ipiranga, in turn, acts as a partner, offering technical support, products and marketing strategies.
A dealer-focused model
This new business model gives the reseller a strategic role in the development of the brand.
“The responsibility for the point, local activation and promotions lies with the authorized partner”, explained Bárbara Miranda..
Meanwhile, Ipiranga assists with best training practices, national advertising campaigns and product management support.
This partnership format can be seen as an attempt to strengthen the bond between Texaco and consumers, allowing each dealer to adapt their strategies to the specific needs of their region.
Texaco versus giants: technological appeal and affective memory
Market studies carried out before the return indicated Texaco as the fourth most remembered brand by Brazilians, behind only Ipiranga, Shell and Petrobras.
With a strong association with technology and automotive performance, the brand aims to attract an audience passionate about cars, focused on innovations that improve engine performance.
Chevron, the global owner of Texaco, is already studying the possibility of launching an additive ethanol in Brazil, reinforcing this technological image.
Meanwhile, Ipiranga's focus with its line of additive fuels, Ipimax, remains on efficiency and performance.
Innovation in marketing: “Come live your best life”
To mark its return, Texaco adopted the slogan “Come live your best life”, in line with the brand’s global strategy.
The technology of high-performance additives, called Techron, is at the heart of this repositioning.
An example of the impact of this strategy was seen at the opening of the station in Palhoça, where red cars received 20 free liters of Texaco Techron gasoline.
The action resulted in a queue of more than a kilometer and attracted almost 400 vehicles, distributing 6,7 thousand liters of fuel in just a few hours.
Bullet, the agency responsible for the brand's communication, used digital media, radio, out-of-home and social media strategies to amplify the campaign's reach.
What to expect from Texaco in 2025?
According to Bárbara Miranda, the challenge now is to consolidate the brand throughout Brazil and reactivate consumers' affective memory.
The national presence, however, will be evaluated gradually, according to the performance in key cities.
With the promise of technological innovation and a differentiated business model, Texaco is ready to face giants like Shell and Petrobras in the Brazilian market.
The big question is: will Texaco be able to win back Brazilians and challenge the dominance of the sector giants?
The big question: will there be investments (chargers) in the area of electric vehicles?
It is necessary to clarify that Petrobras has no longer operated in the distribution segment since the end of 2019. BR Distribuidora was privatized and is currently a publicly traded private company called VIBRA Energia, whose stations bear the Petrobras image through a brand usage agreement.
Company, has no expertise in the oil and gas business, a financial association.