Uncle Miltie Dies, Now Texaco Service Stations are being converted to Shell stations

<p> Editors Note: Are you are old enough to remember these words..."We are the men from Texaco we work from Maine to Mexico..."

HOUSTON, May 1 -- Shell Oil Products U.S. today began its planned conversion of Texaco branded service stations nationwide to the Shell brand, signaling the start of the largest retail re-branding initiative in American business history. The market-by-market conversion kicked off today in Oklahoma City, when crews began the image conversion process at a service station located at 21 NW 63rd St. Shell anticipates completion of the entire conversion in all markets by June 2004 at a total cost of approximately $500 million. A comprehensive marketing campaign will communicate the changes to consumers in each market, including different forms of advertising, direct marketing and promotions.

When the program is complete in mid 2004, the network that today contains approximately 22,000 Shell and Texaco stations, will offer motorists a new customer-focused experience designed to deliver convenience and value.

"For nearly 100 years, American motorists have come to rely on Shell to take care of their complete driving needs, with high-quality fuels and lubricants at competitive prices," said Russell Caplan, vice president of retail for Shell Oil Products U.S. "With this conversion initiative under way, we plan to bring Shell's tradition of customer care to even more motorists in our modern and inviting stations, many of which also now offer convenience stores and technologically advanced car washes."

Shell intends to convert Texaco service stations in geographic markets across the country on a market-by-market basis. During the conversion process, each station will remain open to serve customers. As part of the conversion program, Texaco credit card holders will receive new Shell proprietary credit cards along with an incentive to use the new cards.

Customers who qualify also may apply for a Shell MasterCard, which features a 5 percent rebate on Shell quality fuel purchases, one of the best loyalty programs of its kind in the industry.

"The re-branding of these service stations represents much more than a physical change," Caplan explained. "We're changing the entire service station experience from the inside out, and we're confident that customers will be delighted when they experience the 'new' Shell."

Each station undergoing the conversion process will reflect Shell's new retail visual identity, featuring the company's signature bright yellow and red colors. With a uniform approach to canopies, buildings, fuel pumps and landscaping, Shell service stations are designed to provide a bright, clean and comfortable environment for customers, while also representing the most modern and technologically advanced facilities of their kind in a market.

"Shell's objective is to provide a level of care to customers that is unmatched in the retail energy industry," Caplan said. "Every day, Shell companies serve 20 million customers at 45,000 retail outlets on virtually every continent and every country. Shell is the No. 1 single branded network in the energy industry."

Shell's conversion program is a result of the acquisition of certain Texaco assets by Shell and its affiliates following Chevron's merger with Texaco. The agreement received approval from the Federal Trade Commission and various states in December 2001.

Shell Oil Products U.S. is a leader in the marketing of fuels, lubricants, coolants, services and solutions to consumer and business-to-business customers in automotive, commercial and industrial sectors. Shell Oil Products U.S. also operates refineries and a pipeline and terminal system, and has a network of nearly 9,000 branded gasoline stations in the Western United States. Shell Oil Company is also a 50 percent owner of Motiva Enterprises LLC, along with Saudi Refining, Inc., which refines and markets branded products through 13,000 stations in the Eastern and Southern United States. Shell Oil Company is an affiliate of the Royal Dutch/Shell Group of Companies . For more information, please visit www.shell.com .