Partnership acquires Gulf brand from Chevron
Gulf Oil LP, Framingham, Mass., acquired all rights, title, and interest to the Gulf brand in the US from Chevron USA Inc. and plans to expand its use of the brand throughout the US.
By OGJ editors
HOUSTON, Jan. 13 -- Gulf Oil LP, Framingham, Mass., acquired all rights, title, and interest to the Gulf brand in the US from Chevron USA Inc. and plans to expand its use of the brand throughout the US.
Although the brand has been in existence nearly 110 years, for the last 20 years Gulf-branded gasoline in the Lower 48 has been available only in an 11-state region in the Northeast through a licensing agreement between Chevron and Gulf Oil’s parent Cumberland Farms Inc. The limited partnership is one of the Northeast's largest wholesalers of petroleum products.
In 2005, Gulf Oil initiated an extensive overhaul of its marketing and business strategy to enhance the brand value of Gulf and to restore the image and perception of Gulf as a premium gasoline retailer.
The forerunner Gulf Oil Corp., formed in 1907, was a major international oil company that once ranked among the top “Seven Sisters.” In the first decade of the 20th century, the company promoted the concept of branded products by selling gasoline in containers and from pumps marked with a distinctive orange disc logo. It is credited with establishing the first drive-in service station in 1911. Gulf Oil was merged into Chevron in 1984. To comply with federal antitrust provisions, Chevron sold some Gulf stations to Cumberland Farms in 1985.