Motiva Expanding Fuel Portfolio to Include 76 Brand

HOUSTON — Motiva Enterprises LLC has formed a 76 sales and marketing team to better capitalize on its long-term license for the brand.

The new team is a part of Motiva's fuels, sales and marketing organization and will establish the go-to-market commercial strategy for the 76 brand in Motiva's operating geography — which includes 26 Gulf and East Coast states and Washington, D.C.

According to Motiva, the relationship with Phillips 66 on the 76 brand complements the company's long-standing relationship with Shell and the Shell brand. It also expands Motiva's portfolio to meet the needs of its wholesalers.

Motiva sells its fuel exclusively through a series of distributors and marketers.

"Motiva has been incredibly successful at marketing the Shell brand, and Shell is now the No. 1 or No. 2 brand in 13 of our 26 states," said Bill Spurgeon, Motiva vice president of fuels, sales and marketing. "Now, with the 76 brand, we have another great fuel option for wholesalers who like what Motiva provides as a supplier."

Currently, 76 sells its TOP TIER gas at more than 1,800 retail locations primarily on the West Coast. Working with Phillips 66, Motiva plans to leverage the current 76 brand positioning and marketing plans that fit best into Motiva's geography.

"We are excited to bring the iconic 76 brand back to the gulf and east coast markets," said Gita Gidwani, Motiva's 76 brand manager. "Many wholesalers still have a fondness for the 76 brand and the unique 76 antenna ball, which dates back to 1967."

In advance of the official January launch, the new Motiva 76 sales and marketing team will target a selective group of wholesalers, who are growth-oriented and will support the brand, to begin discussions of introducing the 76 brand into key markets on the gulf and east coasts.

"We are focused on delivering value to our wholesalers. We know the support and tools they need to be successful — from superior reliability and real-time information to branding and marketing programs that are compelling to consumers," said Paul McWhirter, Motiva 76 branded sales manager. "Through the 76 brand, Motiva is offering another exciting branding option to our wholesalers all underpinned by the same world class refining and distribution system."

Headquartered in Houston, Motiva Enterprises refines, distributes and markets petroleum products. It is owned equally by affiliates of Saudi Aramco and Shell Oil Co. The company's marketing operations support a network of approximately 8,400 Shell-branded gasoline stations in the eastern and southern United States.