The Texaco star is going to be shining a bit brighter in the future as Chevron unveiled in August a makeover of the iconic fueling station brand.
“Chevron U.S.A. Inc. is rolling out an initiative to refresh its Texaco-branded gas stations with a new, more modern look,” reported Convenience Store News.
All new Texaco stations will adopt the updated look, according to Fuels and Lubes Daily, and the company plans to convert all existing domestic stations by the end of 2026.
“We are excited about the new design which was showcased at the American Fuels Convention in Austin,” said PWM president and CEO Wolfgang Manz. “PWM has had a long relationship with Chevron and Texaco, working with their brands for more than a decade, and we look forward to helping make the Texaco star shine even brighter.”
Sneak Peak: Chevron Unveils New Texaco Look in Austin
The Texaco brand has been a staple in the Lone Star state for more than 100 years – since the Texas Company was founded in 1902 in Beaumont’s legendary Spindletop oil field – and Texans
Texans got a sneak peek at the new Texaco look with the unveiling of the concept at a new Texaco station just outside of Austin in July, located at 7401 McAngus Rd. in Del Valle.
“A new era for Texaco fueling stations launched in July just outside of Austin, Texas, with the first station makeover to the brand’s modern new look,” said Chevron in a news release. “The updated design is more than just a fresh exterior; it’s a statement of the company’s ongoing commitment to its customers and the communities it serves.”
New Texaco Look: Lighter, Brighter, and More Inviting
The new Texaco fueling station look is lighter, brighter, and designed to be a more inviting space for customer comfort.
“A brand refresh like this is more than just a new coat of paint. It’s a clear indication that we are investing in long-term innovation, quality service, and growth,” said Claudia Olvera Ibbott, Chevron fuels advertising manager.
Chevron says the new Texaco look features:
- An evolved color scheme
- 3D canopies
- Updated signage
Chevron says that these changes aren’t merely cosmetic. These improvements are part of a larger strategy aimed at “rolling out the red carpet for our customers,” said Desmond Johnson, Manager, retail station image for Chevron.
Chevron teased the new Texaco look for approximately 1,500 people from 14 countries at the America Fuels Convention in Austin.
“The Texaco brand has a long and proud legacy, and we are excited to continue that history with this all-new, retro-modern image at our stations,” said Ibbott.
Chevron to Offer Retailers, Marketers 2 New Image Tiers
CSP Daily reported that the new Texaco look is designed to improve the customer experience, the refresh updates the core retail brand elements, including modern pole sign options to be more visible to drivers; noticeable pump flags; and emphasis on Texaco With Techron fuels.
“Retailers and marketers can choose between our Standard and Flagship image tiers—each offers a more inviting look with eye-catching canopy elements, new POP [point-of-purchase] placements, strategic Techron callouts, and a brighter star for customers who rely on Texaco for reliable fuels,” Ibbott told CSP Daily.
Chevron Sees Traditional Fuel Demand for Decades
In the news release, Chevron says that traditional fuel products like diesel and gasoline are going to be a large part of the energy demand mix for decades.
“Investment in existing infrastructure is key to meeting that demand—from refineries and terminals to pipelines and retail stations. Updating stations in the Texaco network shows a commitment to the future and a dedication to providing customers with a seamless experience,” said the release.
Chevron is one of the world’s leading integrated energy companies.
“We believe affordable, reliable, and ever-cleaner energy is essential to enabling human progress. Chevron produces crude oil and natural gas; manufactures transportation fuels, lubricants, petrochemicals, and additives; and develops technologies that enhance our business and the industry,” said the company. “We aim to grow our traditional oil and gas business, lower the carbon intensity of our operations, and grow new lower carbon businesses in renewable fuels, hydrogen, carbon capture, offsets, and other emerging technologies.”
Chevron Chairman and CEO Mike Wirth told Bloomberg News this fall that the company is working to increase U.S. shale production, especially in the Permian Basin, amid unprecedented demand.
“We’re going to see all-time record demand this year,” Wirth told anchor Alix Steel. “It will grow again in the year ahead.”
The wide-ranging interview also touched on how Chevron is working to improve costs amid inflation. It’s doing so, in part, by drilling longer horizontal wells and reducing the time it takes to bring wells into production.
Chevron Releases Apple CarPlay and Android Auto Apps
The refined Texaco look was not the only news from Chevron as the company also announced that drivers can now use connected-car rewards and payment apps.
“Chevron U.S.A. Inc. is launching its new Chevron Apple CarPlay and Android Auto apps,” CS News reported. “The Chevron and Texaco connected-car apps provide a convenient way for mobile users to pay for fuel from dashboard infotainment systems in their cars. Mobile users will be able to search for the nearest Chevron or Texaco station, see station amenities, add a car wash to their transaction, and earn points and redeem rewards at participating Chevron and Texaco stations.”
Chevron's connected-car apps are an addition to its robust digital consumer experience offerings, including the Chevron and Texaco mobile apps, Apple Watch and Android Wear OS apps, and the Chevron Texaco Rewards website.
“Chevron is passionate about ensuring a world-class customer experience, and bringing consumers all the features and benefits of our mobile apps to their in-car experience is our latest advancement," Chevron Director of Global Customer Experience Tracey Gardiner told CS News. "From the comfort of their vehicles, consumers can find stations with the amenities they want — convenience stores or car washes — as well as the energy they need, be it our traditional products with Techron or lower carbon solutions like renewable diesel blend, compressed natural gas, and EV charging."
