One of the benefits we provide U.S. Havoline® PCMO professional installers is access to a cooperative advertising program. It helps differentiate our value proposition as most PCMO competitors do not offer a Co-Op program. A significant marketing investment, the Co-Op program is intended to encourage local advertising using our brands, which supports brand awareness. Off-site local advertising attracts new customers which brings in new cars and revenue, offsetting attrition.
The program is solely intended for qualifying U.S. Havoline PCMO professional installers (Note: heavy duty installers do not qualify). Here is the 2022 Co-Op Brochure.
All terms, processes, qualifying products and earn rates are revisited each year considering sales, product line changes, trends, feedback, resources, and what Chevron wants to accomplish. For ease of administration and data access reasons, the program is currently set up for customers to earn Co-Op funds based on their prior year’s full-year purchases of qualifying products; in the case of new accounts, forecasted pro-rated volume of qualifying products. For competitive reasons, qualifying products and earn rates are only viewable in Salesforce as part of Co-Op account set up. Chevron reserves the right to audit and act on eligibility and reimbursement claim discrepancies.
Important points and some changes for the 2022 Co-Op program:
- Only U.S. Havoline PCMO professional installers are eligible
- Chevron Sales reps are accountable for ensuring eligibility compliance. Accounts will be reviewed and sampled. HD installer accounts will be declined/deleted. Indirect BCs should carefully review every LM-served account and deny any that do not meet all program eligibility criteria.
- Must have purchased a minimum of 500 U.S. gallons of Havoline PCMO in 2021
- Havoline, Techron® and Delo® are the only Co-Op qualifying brands
- 2022 Co-Op eligible products are available in Co-Op account set up in Salesforce
- Earn rates are reflective of sales trends and what Chevron decides to payout
- New higher synthetic payout tier for PRO-DS® High Mileage & PRO-RS® Renewable
- Xpress Lube Shopper Program is Co-Op eligible for xpress lube® sites
- The deadline to establish current year Co-Op accounts is February 28, 2022
The 2022 Co-Op Program works with Chevron’s 2022 Logo Use Guidelines. Please be prepared to answer questions and coach customers. For questions, please reach out to Dave Schletewitz, Auto Installed Marketing Manager, or Kerri McDonald, Indirect Channel Program Development.
