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Motiva Expands 76 Brand Presence in Texas

Motiva has added another 76-branded distributor in Texas and announced the grand opening of its newest and largest 76 gas station in the state.

The 76 Travel Center, located in Nash, Texas, has a 20,000-square-foot convenience store, 14 fuel pumps, a large truck fueling area and four quick-service restaurants onsite, including Dunkin' Donuts, Golden Chick, Steak N' Shake and Texas Best Smokehouse Barbeque.

On Sept. 22, the Victron Energy-owned station officially became the 12th 76-branded location in Texas to be supplied by Motiva. By mid-2018, Motiva said it will supply 76-branded fuel through six major fuel wholesalers.

Along with Victron, Motiva has contracted with Classic Star (Dallas), Rockport (Houston), Gulshan (Houston), King Fuels (Houston) and Mountain Express (Rio Grande Area) to offer the 76 brand fuel to Texans across the state.

The refiner also is growing the 76 brand across its 26-state territory spanning the Gulf and East Coast. Motiva currently supplies 76 stations in New York, Georgia, Texas, Tennessee and New Jersey.

"There is a lot of energy and excitement for the 76 brand at Motiva. It has been a lot of fun to watch consumers reconnect to this iconic brand, and we see growing brand loyalty from New York to Texas with the opening of each new or rebranded station," said Bill Spurgeon, Motiva's vice president of fuels sales and marketing.

Victron Energy hosted the Nash, Texas, grand opening on Sept. 22-23, which included fuel at $0.76 per gallon on Friday. In addition to the discounted fuel offer, consumers interacted with staff for chances to win gas cards, 76-branded merchandise and many more prizes during the two-day event.

"We chose to offer 76-brand fuel at our newest station for several reasons. Most importantly, we have a great partnership history with Motiva, and they have proven their ability to market the brand well," said Walid Alameddine, president and chief operating officer of Victron Energy. "The 76 brand is well known in the West and Northeast, and we are excited about the opportunity to help grow the brand in our market."

Motiva officially launched its marketing program to support its new 76-branded wholesalers in January. The major is stepping up local marketing efforts as 76 stations open in several additional markets across the Gulf and East Coast in upcoming months.

The 76 (R) brand is a registered trademark owned by Phillips 66 Co. and licensed for exclusive use by Motiva Enterprises LLC. Motiva, headquartered in Houston, refines, distributes and markets petroleum products throughout the United States.

It owns and operates North America's largest refinery in Port Arthur, Texas, the country's largest lubricant plant. Under exclusive, long-term brand licenses with Shell and Phillips 66 (for the 76 brand), Motiva's marketing operations support more than 5,200 retail gasoline stations. Motiva is wholly owned by affiliates of Saudi Aramco.

--Donna Harris,

Copyright, Oil Price Information Service

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