SAN RAMON, Calif. — ChevronTexaco Global Lubricants (CTGL), a leading provider of heavy-duty engine oils, lubricants and coolants, recently introduced an on-going initiative to reach out to the growing Hispanic trucking community, which constitutes 15 percent of the nation’s 3.2 million truck drivers. CTGL is instituting bilingual (Spanish and English) labels on most of its commercial products within North America, including its market-leading Chevron Delo line, which features motor oils, gear lubricants, transmission fluids, greases and coolants for the on-highway industry. The dual language labels will be phased in as new label stocks are printed and new product specifications are issued and added to the labels.
The Chevron Delo Web site now features a new Spanish interface option, which can be accessed at
The company has also been running a Spanish language advertisement for its Chevron Delo lubricants in the U.S. since September 2003.
“Although the majority of our efforts will continue to be directed towards the English-language market, it’s clear that the Hispanic market is a significant and growing portion of the transportation industry that deserves our attention,” said Gary Parsons, commercial automotive manager, CTGL. “We feel it’s important that our products and services recognize the key role played by the Hispanic community within the transportation industry. These are early steps in our program to build a closer, more personal relationship with this significant customer group by catering to its specific needs. Regardless of their language or background, all customers can benefit from high-quality lubricants and coolants like those offered by ChevronTexaco.”
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