The name Havoline^® was originally introduced in 1904 by the Havoline Oil Company based in New York. It took its name from the Havemeyer family which owned the company. In 1909, the Havoline Oil Company was purchased by the Indian Refining Company. During the next few years, Dr. Francis X. Govers, a scientist for Indian Refining, developed a solvent dewaxing process using benzene and acetone. Though the wax-based oils of Pennsylvania were the leading motor oils, their use was limited because at low temperatures the wax hardened. The Govers process allowed people to operate automobiles in lower temperatures.

In 1931, Texaco acquired control of Indian Refining and the rights to Havoline^® Motor Oil and the Govers process. Over the next three years scientists worked to improve the oil and discovered a solvent extraction process using furfural. This process, along with the solvent dewaxing, could use any source of crude to produce a quality motor oil. The new technology caused business to expand rapidly, and the following year, an expanded lubricants plant in Port Arthur, Texas, helped to accommodate the increasing demand. The Texaco refinery at Lawrenceville, Illinois, first introduced Havoline^® Motor Oil in 1934. Today, the solvent dewaxing process and solvent extraction process are the chief methods of refining motor oil throughout the petroleum industry. Currently, these processes are under license of the Texaco Development Corporation.

Texaco continued to improve Havoline^®. In 1946, oxidation inhibitors were added to the oil and marketed as the “New and Improved Havoline^® Motor Oil.” Later, detergents were added to Havoline^® Custom Made Oil to help clean engines and reduce piston wear. After extensive testing in extreme weather conditions, Texaco produced a multigrade all-weather motor oil in 1955 -- New All-Weather Havoline^® Special.

The technology continued to advance and Texaco introduced 10W-30. Three years later, they introduced 5W-30 and 20W-50. These additional grades of oil allowed Havoline^® Motor Oil to be used in an even greater range of temperatures. In 1979, Havoline^® Supreme was manufactured with friction reducing addititives. In 1988, Texaco began manufacturing the “Superior Grade” Havoline oils which reduced sludge, wear, and oxidation. In addition these oils were used in the race cars sponsored by Texaco Havoline^®. Havoline Formula3^® was introduced in 1991, specifically to provide protection against three main performance problems with oils and engines, heat stress, starting friction, and viscosity and thermal breakdown.
Now, Texaco announces a new Havoline^® brand image, with less clutter that visually depicts the protection of high performing engines on the street and on the track. The new image is the result of extensive research conducted in the U.S., Latin America and Europe in 1999.

The Havoline brand evokes a sense of heritage -- and a feeling of trust in Havoline's superior performance. Armed with this perception, the company revamped Havoline's image to better communicate the product's leading-edge technology and innovation, while building on the heritage and trust established over the brand's long and successful history. The new brand mark does not include the phrase "Formula3^®" and instead returns to the original Havoline name, known and trusted for quality motor oil and auto care products for 100 years. The brand message includes the theme-- “Havoline^®. Add More Life to Your Car^®.” --to call attention to Havoline's signature attributes of longevity and performance. This century-old tradition will continue to be the focus of advertising and brand image for Havoline.