July 18, 2006 : Caltex Sri Lanka exports to Bangladesh look to benefit from a recently concluded agreement with Toyota as their exclusive lubricant supplier. Toyota, the undisputed market leader in the Bangladeshi passenger car segment, has now extended its long established partnership with Caltex, a member of the world renowned Chevron Corporation, to the Bangladeshi market.
In Australia, Toyota’s largest export market in Asia, Caltex endorses the Toyota Rally Team at the Australian Championship.
Elsewhere in Asia, Caltex and Toyota jointly announced the launch of a “Toyota GO” in the Philippines further strengthening’s the company’s partnership. Toyota is also looking at specific opportunities of extending this programme to other countries in the region.
“Developing successful partnerships is one of the ongoing growth strategies at Caltex. Partnerships are among the key marketing tools used to reach out to a wider audience. Through such partnerships, Caltex is able to share the same values and characteristics that Caltex aspires for the brand and develop innovative ways of meeting customer expectations” said Imal Fonseka the Companies GM during the event.
According to Caltex, an Original Equipment Manufacturer’s (OEM) alliance such as that of Toyota has the potential to greatly enhance both the master brand and the relevant product line by supporting the corporate image of "Quality" and "Proof of Performance". A OEMs approvals or recognition of products’ qualities and performance features can also add value to the brand.
Caltex commenced operation to Bangladesh in April 2006 through an export venture by Caltex Lubricants Lanka Limited to capitalise on the expanding lubricants market in Bangladesh. The Success of this operation has resulted in greater economies of scale which has been leveraged for the benefit of Sri Lankan consumers. Caltex also export to Maldives, Re-Union, Mauritius and India.