Shell Successfully Converts More Than 4,600 Texaco Stations as Part of Nationwide Re-Branding Initiative

Shell Successfully Converts More Than 4,600 Texaco Stations as
Part of Nationwide Re-Branding Initiative
Volume at Converted Service Stations Increases 8 Percent Following Conversion
to the Shell Brand 


HOUSTON, July 2  /PRNewswire/ -- After taking on the largest retail re-
branding initiative in American business history more than two years ago, Shell
Oil Products US today announced it has successfully converted more than 4,600
Texaco stations in more than 125 U.S. markets to the Shell brand.  The
well-recognized yellow and red seashell-shaped logo now towers over a network
of more than 13,000 Shell stations stretching from coast to coast and serving
nearly 70 million customers per year.

(Photo: http://www.newscom.com/cgi-bin/prnh/19990716/SHELL )

As a result of the nearly $500 million investment in this national re- branding
initiative, Texaco stations that Shell converted have seen an 8 percent
increase in gasoline volume over non-converted stations.  In addition, Shell
has successfully transitioned more than 6.1 million Texaco credit card holders
to the Shell brand by issuing new Shell branded credit cards to them.  Today,
Shell is the No. 1 selling brand of gasoline in the United States with more
market share and volume than any other brand in the country.

"In 2002, we set out to bring a new and revitalized Shell brand to motorists
throughout the country.  Now, thousands of construction hours and millions of
credit card conversions later, we've created a network of stations that provide
high-quality Shell fuels to drivers from Maine to Hawaii and from Florida to
Alaska," said Russell Caplan, vice president of retail for Shell Oil Products
US.  "As we continue to build the Shell brand in the United States, we are
dedicated to supporting our station operators who, day in and day out, help to
provide motorists with a convenient, consistent and quality customer experience
each and every time they stop at a Shell station."

As part of the nationwide conversion process, Texaco stations were physically
converted to a new Shell retail image, featuring a uniform approach to
canopies, buildings and fuel pumps.  The newly converted Shell stations are
designed to make the customer experience more inviting by providing a bright,
clean and comfortable environment, while also representing one of the most
modern and technologically advanced facilities of their kind in a market. Shell
has also upgraded more than 4,700 Shell stations to the new image and converted
approximately 700 other gasoline stations from competitive brands to Shell --
bringing the total number of converted sites to more than 10,000.

According to Caplan, the conversion process represents more than just a
physical change.  Shell also has changed the service station experience from
the inside out by helping customers make the most of their time and money.  As
part of the conversion initiative, the company implemented a customer-focused
program designed to provide customers with a consistent experience at every
Shell station nationwide, whether they stop at a Shell station in New York City
or Fresno, Calif.  As part of the program, Shell stations are measured against
10 standards of operation meant to provide a quality customer experience,
including ensuring that stations are clean, attendants are

professional, facilities are well-maintained and equipment is working properly.

During the conversion process, Shell also focused on its promise to provide
motorists with high-quality gasolines by introducing a series of new quality
fuels.  In 2002, the company launched a "quality fuels" campaign that promoted
Shell gasoline designed to protect engines from deposit build-up. Last year,
Shell introduced new gasolines designed to enhance fuel efficiency. And just
this week, Shell introduced Shell V-Power(R) -- the most advanced Shell fuel
ever developed.  Shell V-Power actively cleans a vehicle's engine, removing
deposits from critical engine parts -- specifically intake valves and fuel
injectors -- as customers drive their cars.

Shell also has maintained its focus on delivering added value throughout the
conversion process by launching the Shell MasterCard(R) from Citi(R) Cards,
featuring one of the best rebate programs in the retail gasoline industry. 
Cardholders earn Shell gasoline rebates on every purchase they make with the
card -- a 5 percent rebate on Shell gasoline and a 1 percent on purchases
everywhere MasterCard is accepted.

"The success of the conversion process wouldn't have been possible without the
support of Shell and Texaco operators who have embraced the Shell brand and
worked month after month to help make Shell the preferred brand for consumers
nationwide," said Caplan.  "And with this week's launch of Shell V- Power, we
continue to focus on providing customers with high-quality fuels and lubricants
at Shell stations throughout the country."

Shell Oil Products US and Motiva Enterprises LLC initiated the conversion of
Texaco stations following Chevron's merger with Texaco.  The acquisition of
Texaco's refining and marketing interests came as part of an agreement to allow
the Chevron merger with Texaco to proceed.  Beginning July 1, 2004, Shell Oil
Products US and Motiva, the companies that market the Shell brand in the United
States, will share the non-exclusive license to use the Texaco brand with
ChevronTexaco.  ChevronTexaco will have exclusive rights to the Texaco brand in
July 2006.

During the transition process, customers will continue to be able to use Shell
consumer credit cards at Shell stations as well as at Texaco stations supplied
by Shell.  Beginning July 1, Texaco stations supplied by ChevronTexaco will no
longer accept Shell proprietary credit cards.  The transition will be
communicated to Shell customers and credit card holders through a direct-mail
campaign that explains the changes taking place.  At the station level,
point-of-purchase signage will inform customers whether Shell proprietary
credit cards are accepted at a particular Texaco-branded station.

The majority of Texaco stations to be converted to the Shell brand have already
completed the conversion process, however, Shell expects to convert an
additional 800 Texaco stations by the end of June 2006.

Shell Oil Products US, a subsidiary of Shell Oil Company, is a leader in the
refining, transportation and marketing of fuels, and has a network of nearly
7,200 branded gasoline stations in the Western United States.  Shell Oil
Company is a 50 percent owner of Motiva Enterprises LLC, along with Saudi
Refining, Inc., which refines and markets branded products through 11,000
stations in the Eastern and Southern United States. Shell Oil Company is an
affiliate of the Royal Dutch/Shell Group of Companies (NYSE:RDNYSE:SC).  For
more information, please visit http://www.shell.com/ . 

http://www.newscom.com/cgi-bin/prnh/19990716/SHELL

DATASOURCE: Shell Oil Products US



CONTACT:  Brooke Barrett of Fleishman-Hillard, [phone], for Shell

Oil Products US; or Anne Peebles of Shell Oil Products US, [phone] or

[phone]



Web site:  http://www.shell.com/ 

Copyright