ChevronTexaco Courts Hispanics

ChevronTexaco Global Lubricants (CTGL) has announced it is underscoring its commitment to labeling and marketing its products to appeal to Hispanic truckers. CTGL will provide bilingual labels on most of its commercial vehicle products, offer a Spanish interface to its website, provide Spanish product literature, as well as focus on Spanish language advertisements.

According to CTGL, 15% of the nation’s 3.2-million truck drivers are Hispanic. Also, 80% of trucks sold at the Houston and Dallas dealerships of Trucknation are sold to Hispanic drivers, the company added.

“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, CTGL commercial automotive manager.