According to a company spokesperson, the image elements of the new Texaco design were tested in Europe and Florida markets, and the initial response from customers was ‘extremely positive’. The new image elements will enhance the appearance and function of Texaco stations worldwide by standardizing design components, enabling marketers and retailers to drive down costs, and take advantage of new technologies and energy efficiencies.
Said to build on the success of the Chevron image and leverage the strongest design elements across the Texaco brand, the Texaco 2020 will give the new Texaco sites entering the network a fresh look at a lower cost, to build and to operate.
The spokesperson also reported that the new elements complement their existing network, so there are no mandatory requirements to retrofit or update the image of current stations.
