Valero is planning a marketing campaign to raise the profile of the fuel brand with the public in the new year, as it winds down its associations with Texaco.
With over 200 forecourts now displaying the US firm’s livery, it wants to further grow recognition of the Valero brand among consumers.
In recent months, the company, which has its UK headquarters in London’s Canary Wharf, has been converting dealers to its blue, white and yellow colours and removing the Texaco branding, which it uses under licence from its US rival Chevron.
Since July, more than 50 sites have moved between the brands, an acceleration in pace after 81 switched colours between October 2023 and 2025.
It is believed that Valero will not renew its licensing deal with Chevron after it expires in July 2031.
The Texas-based business began rolling out its forecourt branding in late 2023, with three Ascona forecourts the first adoptees.
These sites are near its Pembroke refinery in west Wales, one of the largest in Western Europe, which it acquired from Chevron in 2011.
As well as a key UK petrol and fuel processing plant, that deal also gave Valero the supply contracts for around 1,000 Texaco petrol stations. There are an estimated 550 Texaco forecourts remaining with contracts believed to be expiring by July 2031.
While the Valero brand is well-known in the area around its refinery, it is less familiar to motorists in other parts of the UK. Valero wants to change that with more brand-focused marketing activity throughout 2027, including radio advertising, and a presence at sporting events.
The UK rebranding project is also believed to be to part of a wider global push for the Valero brand, with the firm having retail presences in North America and Latin America as well as the UK and Ireland. The company operates 14 refineries worldwide.
Valero declined to comment on the future of its Texaco licence agreement with Chevron.
