Bangkok--May 27--Caltex Oil
Caltex Oil (Thailand) Ltd. today relaunched its Techron unleaded gasoline, which is specially formulated with the market’s most advanced fuel additive technology for cleaner engines, better performance and lower emissions. Techron is available at 92 and 97 octane levels, giving Thai motorists freedom to choose the fuel that best meets their vehicle requirements. The relaunch is being supported by a new advertising campaign that promotes Techron’s superior performance.
“Techron is unbeatable at cleaning the entire fuel system and restoring performance lost due to deposit buildup in gasoline engines,” said Barry Ashman, Caltex Oil (Thailand)’s marketing director. “Techron provides a burst of cleaning power. Virtually every car, light truck and motorcycle in Thailand will show performance improvements when using Techron.”
He added that, by providing Techron at two octane levels, Caltex is once again showing its commitment to becoming the ‘Brand of Choice’ for all Thai consumers. The availability of Techron technology in Caltex’s 92 octane gasoline will enable motorists who want to use a lower octane fuel to do so, with full confidence that they will also enjoy Techron’s performance benefits. Techron’s patented additive is a family of compounds called ‘ployether amines’ that are highly effective at cleaning and fighting deposits in an engine’s intake system, including carburetors, fuel injectors and intake valves. The additive also reduces harmful combustion chamber deposits.
Techron gives motorists immediate benefits including higher power output, better fuel economy and improved response and acceleration. It keeps engines operating efficiently and minimises engine tune-up and overhaul requirements, which will save motorists money while protecting their automotive investment by extending engine life. Techron also improves engine breathing efficiency to reduce exhaust emissions, which means motorists can help the environment while enjoying better performance.
Modern engines must be kept clean as they are designed to close tolerances. Deposits accumulate as cars get older due to the use of inferior fuels, driving styles and excessive idling. Carburetor, fuel injector and intake valve deposits can cause hesitation and stumbling upon acceleration, lower power output, poor fuel economy and higher exhaust emissions. Combustion chamber deposits can result in harmful engine knock, pinging and embarrasing run-on.
“Caltex is committed to producing high-quality products and delivering customers value-added features. Thai consumers appreciate our commitment to understanding their demands and needs. They enjoy fast, reliable service from our stations while benefiting from better vehicle performance. These are the key success factors for Caltex in Thailand,” concluded Barry Ashman.
To promote Techron’s benefits, Caltex will introduce a new advertising campaign starting on May 25. An integrated media plan including a TV commercial, print advertising and radio spots will ensure the campaign reaches all target audiences. The concept behind a new TV commercial called “Lightning”, produced in Singapore, shows Techron’s unbeatable performance as being virtually faster than lightning. It will first air on May 25 at prime time on all leading channels. “The advertising campaign will reinforce the overall Caltex positioning of Energy in Action. This is a great platform on which to build a powerful brand personality that ties directly back our corporate identity,” said Barry Ashman. “It is all about achieving the new Caltex style with a modern attitude that separates us from the competition”.
Caltex Oil (Thailand) Ltd. is a subsidiary of Caltex Petroleum Corporation. It has consistently been the industry leader in the introduction of new products and services. Operating its business in the Kingdom for over 50 years, Caltex was the first oil company to introduce low sulphur power diesel 0.05% in Thailand in January 1997; and the StarCard, the first ever smart fleet card in Asia Pacific region in February 1997. In November 1997, Caltex increased its service station network in Thailand through the purchase of British Petroleum’s retail business. The company also recently became one of the main sponsors of the 13th Bangkok Asian Games 1998 and earlier this month announced its support of football in Thailand with the introduction of the “Caltex Premier League”. Currently, Caltex offers its quality products and services through 600 service stations nationwide.
Further information, please contact Kersin Ariyapongse Caltex Oil (Thailand) Ltd Tel: 617 6888 ext. 6017 E-mail: [email protected] End.