To support sales growth in the U.S. consumer automotive installed channel, Chevron is pleased to maintain a Co-Op Program for 2021. Our new brochure, linked here, intends to draw more attention to the program while educating sales staff and being more transparent with our expectations, terms and conditions. Having a Co-Op program is an integral part of our DIFM B2B value proposition.
It is a significant marketing investment designed to encourage Havoline® PCMO installer’s local advertising efforts using Chevron’s brands to attract new customers and increase their sales and brand awareness.
All of our programs change from time to time based on learnings, feedback, benchmarking and trends, and this year is no exception. Following are important reminders and key 2021 program changes:
- Our premium brands – Havoline®, Techron® and Delo® are the only qualifying brands
- This program is for U.S. Havoline PCMO professional installers (see eligibility criteria)
- 2021 Co-Op funds are based on 2020 end-customer purchase volume of qualifying products
- Several Havoline products, not previously included, have been added as qualifying products
- Several products were moved up to a higher payout tier
- Minimum annual volume requirement of 500 U.S. gallons of Havoline PCMO
- Chevron will verify/validate customer eligibility throughout the year, through sampling
- Added Chevron’s Xpress Lube Shopper Program (under development) for xpress lube® sites
- Chevron remains on the high end of synthetic payout rates despite reducing three rate tiers by 5 cpg each. Qualifying products and rates are only available in Chevron’s secure portals, CBP and Salesforce. For competitive reasons, we will not publish a table of qualifying products and rates.
The 2021 Co-Op Program works in conjunction with Chevron’s 2021 Logo Use Guidelines for Local Site Marketing. Please make time to review these documents to get yourself in a position to offer better, more informed business consultation to our Chevron Marketer’s sales staff and your Havoline customers. Please reach out to Dave Schletewitz, Auto Installed Marketing Mgr., at 925.348.2552 with questions.
