SAN RAMON, Calif. — Chevron Products Co. is launching Chevron xpress lube, a licensed fast-lube service program that will function in the marketplace alongside Chevron's existing Havoline xpress lube program.
The first Chevron xpress lube opened recently in Fountain Hills, Ariz., and a second is due to open soon in Meridian, Idaho, Chevron said.
The Chevron xpress lube brand identity offers qualifying prospects the opportunity to leverage an "established, trusted brand" that Chevron said is regarded for premium quality products and attracting loyal, discerning consumers.
Arizona entrepreneur Chris Boschetto, the Fountain Hills owner/operator, said his facilities management and real estate company was looking to diversity its portfolio and had considered a variety of automotive businesses before landing on the fast-lube segment.
"Given our service background, we liked the emphasis on speed and service with fast lubes and felt Chevron's well-known brand reputation and image was the right fit for us," he said.
"We never expected this kind of attentiveness from such a big company. It's been a really positive experience and we are excited to see our business grow."
With nearly 7,000 Chevron gas stations in 15 states across the U.S. southern tier and throughout the Rocky Mountain and Pacific Coast states, the Chevron brand is recognized for fuels "unsurpassed in quality and a steadfast commitment to customer service and satisfaction," according to Dave Schletewitz, automotive installed marketing manager, Chevron Products.
"We're thrilled to extend the valuable Chevron brand into the fast-lube automotive service sector. Prospective U.S. owners can harness Chevron's brand equity, built over decades, to attract the countless consumers that have an affinity for the Chevron brand — helping them to take their business to a new level."
The new program functions without traditional franchise or royalty fees, Chevron said. Instead, Chevron profits from the sale of branded lubricants and fluids through the licensed stores.
Chevron xpress lube locations will sell Chevron's premium product brands: Havoline passenger car motor oils, automatic transmission fluids, gear lubricants and antifreeze/coolants; Techron gasoline and diesel aftermarket fuel additives, and Delo heavy-duty diesel engine oils.
Brand requirements for maximum visibility and awareness entail primary identification signage at the street and on the building, a dedicated mobile-responsive website and social-media platforms, employee uniforms, oil-change clings and a digital menu board.
Chevron is offering the Chevron xpress lube in the 15 states where it operates Chevron-branded service stations.
Mr. Schletewitz noted that Chevron's fast-lube programs represent an opportunity for independent tire dealers/garage owners to dedicate two of their bays to doing fast lubes and apply either the Havoline or Chevron xpress lube brand to their business, essentially co-branding it.
"It's a good strategy for regional or local tire businesses that are struggling to attract new customers – which I can tell you is the consistent theme and challenge for them all," he told Tire Business.
"The benefit, if they market and advertise the branded fast lube business to consumers in their three- to five-mile radius, is higher traffic, more cars in and out of the lot, which means more opportunity to help those customers. ...."
The average fast lube location can handle around 30 cars a day, six days a week, equaling about 700 cars/month at an average ticket of $75, he said, if its's advertised as a branded quick lube."
The key, he said, is to dedicate the bays to fast lube, brand them, have fast-lube trained employees, carry quality product brands and advertise.
There are 230 Havoline xpress lube locations in operation in the U.S., primarily in states east of the Mississippi.