Chevron Retires Caltex Nameplate


A year after dropping Texaco from its corporate identity, Chevron Corp. is renaming subsidiaries that operate under the Caltex moniker. Subsidiaries in eight countries in the Asia-Pacific region have already adopted the Chevron name, and more will do so later this year. Officials say the parent company is making the change to present the same face wherever it operates.

Caltex was created in 1936 as a joint venture between Chevron and Texaco and became part of what is now Chevron when Chevron acquired Texaco in 2001. The merged company operated as ChevronTexaco until May of last year, but Caltex has remained its identity throughout the Asia-Pacific region, the Middle East and Africa.

Caltex New Zealand Ltd. said May 17 that it had adopted the name Chevron New Zealand in order to bring itself into line with its global parent.

This latest enhancement to our country presence will identify us as part of one of the largest integrated energy companies in the world, Country Chairman Nick Hannan said.

While it is being erased from the company nameplate, he stressed that Caltex will live on as a brand. The company will continue marketing lubricants and other products under the Caltex brand, along with other flags such as Havoline, Delo and StarMart.

A Chevron spokesman in Singapore told Lube Report this morning that subsidiaries in Indonesia, the Philippines, Singapore, Sri Lanka, Malaysia, Thailandand Vietnam havemade the same change. Others in China, Cambodia, Laos and India intend to do likewise, hopefully this year.

Chevron subsidiaries operate under the Caltex name in more than 60 countries and territories.The spokesman, who askednot to be identified,said the company has decided to change the names throughout Asia.The spokesmandid not know if it will do so in the Middle East or Africa.

Officials said they did not know if Chevron plans to try to change the name it operates under in Australia. The company operating there is half-owned by Australia shareholders.

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