A New Sign from Coast to Coast

Laracy, Alex
August 2004
Convenience Store News;8/2/2004, Vol. 40 Issue 10, p14
Trade Publication
Shell Oil Products US converted more than 4,600 Texaco stations in more than 125 U.S. markets to the Shell brand. As a result of the nearly $500 million investment in the rebranding initiative, Texaco stations that Shell converted have seen an 8 percent increase in gasoline volume over nonconverted stations. In addition, Shell has transitioned more than 6.1 million Texaco credit card holders to the Shell brand by issuing new Shell-branded credit cards to them. Shell's acquisition of Texaco's refining and marketing interests came as part of an agreement to allow the Chevron merger with Texaco to proceed.


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