Chevron Products Co.— maker of the Delo brand of engine oils, lubricants and coolants — launched a three-month cross-country promotional effort to raise awareness in the trucking industry of the advantages of the new CK-4 and FA-4 categories of heavy-duty engine oils.
The new oils, after years of development, were designated to replace the CJ-4 oil category used by the trucking industry, and lubricants manufacturers made their respective new versions available Dec. 1.
The premise behind Chevron’s “Game Changers” campaign is, “There is a lot of change going on. We know that change is not something people are always comfortable with, but this is a change for the better. We want to make sure people are aware of that,” Delo North America Brand Manager Rommel Atienza told Transport Topics.
For example, the new Delo 400 product line offers up to 68% better wear protection, 46% better piston deposit control and 35% better oxidation control compared with previous generation SAE 15W-40 engine oils, according to the San Ramon, Calif.-based company.
“The transition [to the new oils] is happening as we expected. Of course, the FA-4 oils are the slowest transition and we expected that because that is really specific for 2017 and newer engines and there is limited backwards compatibility from the [truck makers]. But with the CK-4 oils, the transitioning is happening,” Atienza said.
Chevron is working with Love’s Travel Stops & Country Stores in 19 locations during the road trip to showcase celebrity game changers — such as Lisa Kelly of the History Network’s “Ice Road Truckers” program — and recognize local individuals who also are forging innovative paths in the agriculture, trucking and construction industries, the company said.
“Love’s is one of our primary channel partners. It wasn’t necessarily saying Love’s is better [than other truck stop chains], we have a relationship with all of them, but Love’s is currently growing with the Delo product line and they have locations that made them the perfect partner for this campaign,” Atienza said.
Also, “They have over 500,000 active customers that they talk to on a consistent basis. These are the ones that need to understand that there is a transition happening and they are better products and that we are there to help them make that transition and they can buy these products from the Love’s shops,” he said.
The company noted 2017 is the 120th anniversary of the game-changing invention of the diesel engine.
Chevron has a history as a game changer, too.
During World War II, Chevron created the first compound diesel engine oil to help U.S. submarines stay at sea more than three times longer than they could have with straight mineral oils, the company said.
To follow the Delo Game Changer Road Trip across the country, log onto ChevronDelo.com/GameChangers, and follow Delo on Facebook to check out the latest news and information, the company said.
Chevron Products is a division of Chevron U.S.A. Inc.
