Caltex brand celebrates 75 years in the Philippines

MANILA, Philippines - Caltex, one of the world’s leading energy brands, celebrated its 75th anniversary recently, assuring its customers, government, and other stakeholders that after 75 years of fuelling the energy needs of a growing Philippine economy, Caltex will remain as a key energy player in the country.

Speaking before the local media at an appreciation bash in Hotel Sofitel, Pasay City, for the Caltex 75th Diamond Anniversary celebration, Caltex Global Brand Manager Brian Fisher said, “We are here for the long haul and we are here to stay. Asia-Pacific is one of Chevron’s strategic markets – the Philippines, in particular, is at the center of this market and we’re looking at a bright future here.”

Fisher added, “The energy demand here is surging – and with our strong brand, dedicated people and partners, we are well-positioned for success.”

Caltex, owned by Chevron Corp., is positioning itself for success in the new economy. It is looking at becoming better, faster, simpler and more direct in order to deliver results in a demanding, fiercely competitive industry. As a result, the organization is now primed to make big strides in the local market, highlighting its commitment to stay for the long haul.

Caltex broadened its backcourt options for retailers and provided more opportunities for them by entering into strategic alliances creating a fuller and richer experience for customers whenever they drive through Caltex service stations.

Caltex also unveiled an all-new service station image refresh, which is currently rolling out throughout the Asia-Pacific region. Forecourts are brighter and more contemporary, and the canopy lights are safer and more welcoming at night. In the Philippines, the image refresh started as early as the fourth quarter of 2010.

Caltex standardized its design components to offer a simplified yet sleek and more colorful look meant to enhance the appearance and function of every Caltex station. The new design enables retailers to drive down costs by taking advantage of new technologies and energy efficiencies that the new Caltex image brings.

Jim Meynink, CPI country chair said, “These changes reflect Caltex’s confidence in our partners. They are designed to increase our efficiency and cement our presence here in the Philippines. Our strategy for Caltex is to aggressively upgrade and expand our network and facilities in growth centers around the country. We just opened two Caltex service stations in Davao and Cavite and we’re looking to open another 10 new stations within the year. The Caltex brand has been here for 75 years – our company, Chevron, has been here for over 90 years – and we look forward to celebrating our centennial future anniversaries beyond.”