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Yahoo! Business News: Shell Brand Expands in Tulsa, OK, With Conversion of More Than 30 Texaco Stations: Expansion in Oklahoma Market Part of Largest Re-Branding Effort in U.S. History ( Posted 16 Dec 04


HOUSTON, PRNewswire/ -- Residents in Tulsa, Oklahoma, and the surrounding area will be seeing Shell yellow throughout the region as a result of the largest brand conversion in U.S. business history. Crescent Oil Company, Inc., a Shell wholesaler based in Independence, Kansas, with an established presence in Oklahoma has recently purchased 26 Texaco-branded stations in Tulsa from Shell Oil Products US (SOP US) and will convert them to the Shell brand, the No. 1 selling brand of gasoline in the United States. Another Shell wholesaler, Retail Fuels Marketing, LLC, will complete the conversion of an additional 25 stations in the area to the Shell brand at the same time.


The conversion of Texaco-branded stations to the Shell brand in Tulsa and the surrounding area are scheduled for completion by the end of 1st quarter 2005 with minimal inconvenience to customers. As part of the conversion program, Texaco credit card holders were issued Shell cards earlier in the year. "We are bringing a new and revitalized Shell brand to the Tulsa market, while continuing our tradition of providing quality fuels and service," said Ian Sutcliffe, vice-president of Retail for Shell Oil Products US. Sutcliffe continued, "All drivers, whether holders of Shell proprietary credit cards, frequent or business travelers and long-distance drivers, will benefit by having access to more Shell stations throughout the country."


The newly converted stations will have a modern and welcoming environment, and feature a uniform approach to canopies, buildings, fuel pumps and landscaping that will remain true to Shell's signature yellow and red colors. Shell service stations are designed to provide a bright, clean and comfortable environment for customers, while also representing the most modern and technologically advanced facilities of their kind. During the conversion process, each station will remain open for virtually the entire period.


Crescent Oil Company, Inc., the new owner of many of the Tulsa stations converting to the Shell brand, also has established Shell stations in Kansas, Missouri and other parts of Oklahoma. "We look forward to serving residents in Tulsa under the Shell banner and providing customers with quality products, exceptional service and competitive prices," said Phil Near, president of Crescent Oil Company, Inc. He added, "Consumers have a choice when they purchase gasoline, stop at a convenience store or visit a car wash, but with added benefits, such as the Shell MasterCardŽ from Citi Cards -- offering one of the best rebate programs in the industry, and Shell's V-PowerŽ gasoline -- we intend to make Shell the brand of choice for motorists in the area."


Shell initiated the brand conversion of its Texaco-branded stations in 2002 following Chevron's merger with Texaco. The acquisition was part of an agreement to allow the Chevron merger with Texaco to proceed. Shell has almost completed the process of converting thousands of Texaco stations nationwide to the Shell brand, with efforts in more than 75 markets. The company will spend approximately $530 million on the project, which includes wholesaler support through marketing activities and physical conversion costs.


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 7,000 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 more than 10,000 stations in the Eastern and Southern United States. Shell Oil Company is an affiliate of the Royal Dutch/Shell Group of Companies (NYSE: RD - News, SC - News). For more information, please visit


Source: Shell Oil Products US

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