ChevronTexaco Global Lubricants Pioneers Program To Benefit Hispanic Trucking Community

ChevronTexaco Global Lubricants Pioneers Program To Benefit Hispanic Trucking Community

Spanish Added To Product Packaging, Website For Burgeoning Hispanic Market


San Ramon, CA–(HISPANIC PR WIRE)–July 15 2004–ChevronTexaco Global Lubricants (CTGL), a leading provider of heavy-duty engine oils, lubricants and coolants, today introduced an on-going initiative to reach out to the growing Hispanic trucking community, which constitutes 15 percent of the nation’s 3.2 million truck drivers.* ChevronTexaco Global Lubricants is instituting bilingual (Spanish and English) labels on most of its commercial products within North America, including its market-leading Chevron Delo(R) line, which features motor oils, gear lubricants, transmission fluids, greases and coolants for the on-highway industry. The dual language labels will be phased in as new label stocks are printed and new product specifications are issued and added to the labels.

The Chevron Delo web site now features a new Spanish interface option, which can be accessed at by clicking on the “Español” link in the language section. Spanish language product literature is available by clicking on the “Products” or “Productos” link on the Chevron Delo site.

The company has also been running a Spanish language advertisement for its Chevron Delo lubricants in the United States since September 2003.

“Although the majority of our efforts will continue to be directed towards the English-language market, it’s clear that the Hispanic market is a significant and growing portion of the transportation industry that deserves our attention,” said Gary Parsons, commercial automotive manager, ChevronTexaco Global Lubricants. “We feel it’s important that our products and services recognize the key role played by the Hispanic community within the transportation industry. These are early steps in our program to build a closer, more personal relationship with this significant customer group by catering to its specific needs. Regardless of their language or background, all customers can benefit from high quality lubricants and coolants like those offered by ChevronTexaco.”

The Growing Hispanic Market

Numerous statistics confirm the astuteness of ChevronTexaco Global Lubricants’ attempt to embrace its growing Hispanic customer base. There are 40 million Hispanics in the United States today, making them the nation’s largest minority group. They are also the fastest-growing, with a population that is increasing at almost four times the rate of general population growth.** By 2050, it is projected to triple in size, reaching 24 percent of the total population.***

Simultaneously expanding Hispanic purchasing power makes this group a key catalyst for economic expansion. Currently growing at double the general rate, it is expected to reach $778 billion in 2005 and $1,012 billion in 2008.****

According to Ricardo Rodriguez-Long, manager of four California Freightliner dealerships located in San Diego, Fontana, Whittier and Long Beach, 90 percent of his inventory is purchased by Hispanics, amounting to more than 2,000 trucks annually.

“Our sales figures reflect the growing Hispanic market within the trucking industry, which we serve with a dedicated bilingual staff,” said Rodriguez-Long, who is also the editor of Transporte Latino, a monthly Spanish language publication targeted at Hispanic owner-operators.

Robert Garcia, President and CEO of the Texas-based TRUCKNATION dealership chain, has also noticed a similar trend. Eighty percent of the trucks sold at his Houston and Dallas dealerships are sold to Hispanic drivers.

ChevronTexaco’s new bilingual labels will be featured on packaging of Chevron brands such as Delo and RPM as well as Texaco brands such as Ursa and Starplex.

Delo Lubricants

Delo(R) 400 Multigrade heavy-duty motor oil is an industry-leading, premium-quality, “universal” engine oil that exceeds the performance requirements of naturally aspirated, turbocharged and supercharged diesel and gasoline engines. It provides outstanding protection in existing and new engines, using low or normal sulfur fuels. It provides excellent soot dispersancy, wear protection and sludge control to guard against loss of engine life and to help reduce fuel and oil consumption. Delo(R) Gear Lubricant ESI and Delo(R) Trans Fluid ESI are the first non-synthetic fluids approved by Eaton for their 750,000 extended warranty program. Delo also offers Delo(R) Grease EP, Delo(R) Synthetic Grease SF and Delo(TM) Extended Life Coolant/AntiFreeze (Delo ELC) to round out its complete line of premium heavy-duty lubricants and coolants.

All Chevron Delo products are covered by the Delo Warranty Plus program, which provides bumper-to-bumper protection against any lubricant and coolant related failures.

The Chevron Delo product line is the only brand to receive the Lubricants World Product of the Year Award for two consecutive years, 1999 and 2000, and the Annual Automotive Product Award in 2001. Jim McGeehan, global manager of engine oil technology for ChevronTexaco Global Lubricants, also received Lubricants World’s 2002 Person of the Year recognition.

More information on Delo products can be found at:

About ChevronTexaco Global Lubricants

ChevronTexaco Global Lubricants (CTGL) is a leader in providing lubrication products and solutions to retail consumers, and commercial and industrial customers. Headquartered in San Ramon, CA, CTGL is ranked among the top three global marketers of lubricants, and together with its many affiliates worldwide, is active in more than 180 countries through 4,000 employees. Its worldwide presence enables the company to be a local provider of superior service with global resources. CTGL is a division of a wholly owned subsidiary of ChevronTexaco Corporation (NYSE: CVX).

ChevronTexaco Global Lubricants markets a full line of lubrication and coolant products under the Chevron, Texaco and Caltex brand names. Select brands include Havoline(R), Delo(R), Ursa(R), Revtex(R) and Texaco Xpress Lube(R). The company has patented technology in advanced lubricants products and new generation base oil technology, as well as in more diverse areas such as coolants and crop protection.

For more information go to:

*Bureau of Labor and Statistics

**U.S. Census Bureau

***Strategy Research Corporation

****Selig Center for Economic Growth, University of Georgia



Shalini Magats


ChevronTexaco Global Lubricants Pioneers Program To Benefit Hispanic Trucking Community