What is Esso primarily known as today?

Esso is currently known as a trading name for ExxonMobil, a major multinational oil and gas corporation. It represents one of the primary brand names used by ExxonMobil globally for its motor fuels and lubricants.

How did the name 'Esso' originate?

The name 'Esso' originated from the phonetic pronunciation of the initials 'S.O.' (Standard Oil). This name was adopted by Standard Oil of New Jersey after the original Standard Oil company was broken up in 1911.

When did Standard Oil of New Jersey begin using the Esso brand for marketing?

Standard Oil of New Jersey started marketing its products under the Esso brand in 1926, establishing a distinct identity for its offerings in the market.

What significant change occurred regarding the Esso brand in the U.S. in 1972?

In 1972, the Esso name was largely replaced by the Exxon brand in the United States. This change followed Standard Oil of New Jersey's acquisition of Humble Oil, though the Esso name continued to be used extensively in other parts of the world.

How is the Esso brand used globally by ExxonMobil today?

Globally, outside of specific regions like Australia, Guam, Mexico, Nigeria, and New Zealand where Mobil is exclusively used, Esso serves as ExxonMobil's primary motor fuel brand. In some countries, like Canada, France, and Japan, both Esso and Mobil brands are utilized.

What happened to Esso's retail operations in Puerto Rico and the U.S. Virgin Islands?

Esso sold its retail operations in Puerto Rico and the United States Virgin Islands in 2008 to TotalEnergies. These stations were subsequently converted to the Total brand.

What was the historical significance of the Esso brand during racial segregation in the United States?

During the era of racial segregation in the United States, Esso franchises played a role by distributing "The Negro Motorist Green Book: An International Travel Guide." This guide helped African American travelers find safe lodging and services, and Esso stations were noted as popular places to obtain it.

What legal action impacted the use of the Esso brand name in the U.S.?

In 1937, a U.S. federal court injunction forced Standard Oil of New Jersey (Jersey Standard) to use other brand names, such as Enco and Humble, in states where other Standard Oil companies objected to the use of 'Esso'. This injunction was in place for decades.

When and how was the 1930s trademark injunction against using the Esso name in the U.S. lifted?

In February 2016, ExxonMobil successfully petitioned a U.S. federal court to lift the 1930s trademark injunction. This was largely possible because most of the objecting Standard Oil companies had been acquired by BP, and ExxonMobil could demonstrate that confusion with the Esso name was no longer likely after many decades.

What was the origin of the 'Esso Blue' product?

Esso Blue was the brand name for Esso's paraffin oil, also known as kerosene, which was specifically marketed for use in domestic heaters. It was particularly prominent in countries like the United Kingdom.

What was the memorable advertising slogan associated with Esso in the 1960s?

In the 1960s, Esso launched a major brand awareness campaign centered around the slogan 'Put a Tiger in Your Tank.' This campaign was highly successful and featured tiger imagery extensively in its advertising.

How did the 'Put a Tiger in Your Tank' campaign manifest?

The 'Put a Tiger in Your Tank' campaign utilized various media, including television, radio, and print advertisements. In some regions, promotional items like faux tiger tails were distributed to be tied to car gas tanks, visually representing the slogan. Tiger imagery continues to be associated with ExxonMobil.

What is the relationship between Esso and Imperial Oil in Canada?

In Canada, the Esso brand is used on service stations supplied by Imperial Oil. Imperial Oil is significantly owned by ExxonMobil (69.8%), and its stations are operated by various third-party retailers.

Which automotive manufacturers recommend Esso or its sister brands as their primary fuel?

Esso, along with Exxon and Mobil, is a recommended gasoline for several major automotive groups. These include Volkswagen Group marques like Bentley and Porsche, all Toyota Group marques (Toyota, Lexus, Daihatsu, Hino, Perodua), and General Motors marques (Chevrolet, Cadillac, Buick, Holden, SAIC-GM-Wuling, and former brands like Opel and Vauxhall). KTM motorcycles also recommend these fuels.

What role did Esso play in the history of the first oil refinery in Latin America?

In 1911, Standard Oil of New Jersey acquired 'Compañía Nacional de Aceites' in Argentina, founded by Emilio Schiffner in 1906 to produce kerosene. This company, renamed 'Compañía Nativa de Petróleo', became the first oil refinery in Latin America.

What happened to Esso's operations in Argentina in 2011?

In 2011, a local consortium called Bridas Corporation acquired the rights to the Esso brand in Argentina, Paraguay, and Uruguay. Consequently, all Esso stations in Argentina were rebranded under the 'Axion Energy' name.

What was the 'Cleveland' brand in the UK related to Esso?

In the 1930s, Esso acquired Cleveland, an independent company based in Northeast England that produced benzole and alcohol blends like 'Discol'. The Cleveland filling stations were eventually rebranded as Esso in 1973.

What is the current branding strategy for Esso and Mobil in Japan?

Since 2019, the Esso and Mobil brands have been phased out in Japan and replaced by JX's Eneos EneJet banner, following mergers and reorganizations involving JX Holdings and TonenGeneral Group.

What is the significance of the Esso logo revision mentioned in the infobox?

The current Esso logo is noted as a revision of the original 1934 logo and has been in use since 1965. This indicates a long history and evolution of the brand's visual identity.

What type of products does the Esso brand encompass?

The Esso brand is primarily associated with gasoline and motor oil. It also covers lubricants and other petroleum products.

Who owns the Esso brand today?

The Esso brand is owned by ExxonMobil, which has held ownership since 1999.

What was the Esso brand's role in the partnership with Tesco in the UK?

In August 1998, Tesco announced a partnership with Esso, which involved opening Tesco Express stores within Esso forecourts. This collaboration continued, with the companies opening new stores and creating jobs.

What were some of the convenience store brands associated with Esso's self-operated forecourts?

Esso's self-operated forecourts used self-branded stores under names like 'Snack and Shop' and 'On the Run'. Larger sites also featured Costa Cafes.

What happened to Esso's self-operated forecourts in the UK by 2015?

By 2015, ROC UK, which managed Esso's self-operated sites, had sold all of them to other operators like Rontec and Euro Garages. This meant there were no longer any forecourts directly operated by Esso in the UK.

Which Esso brand was used for domestic heating fuel in the UK, and what was its advertising jingle?

Esso Blue was the brand name for Esso's paraffin oil (kerosene) used in domestic heaters in the UK. Its advertising jingle was the memorable 'Bom, Bom, Bom, Bom, Esso Blue!'.

What happened to Esso's filling stations in Northern Ireland?

Esso operated in Northern Ireland until the early 2000s, after which their forecourts were rebranded to Maxol and Texaco, with some remaining under private ownership.

What is the status of Esso retail stations in Australia?

In Australia, Esso's retail petrol stations were acquired by Mobil Australia in 1990. Esso itself continues to operate as an affiliate of ExxonMobil, focusing on oil and gas production.

What is the significance of the 'WICO-Standard' branded pump shown in an image related to Argentina?

The 'WICO-Standard' branded pump, shown in an image from Argentina circa 1928, represents the merger of the West India Oil Co. (WICO) with Standard Oil of New Jersey's operations there. This merger was part of the expansion of Standard Oil's presence in South America.

What was the 'Put a Tiger in Your Tank' campaign's origin and impact?

The 'Put a Tiger in Your Tank' campaign was invented by Emery Smith in 1959 and heavily promoted by Esso in the 1960s. It became one of the most successful advertising campaigns of its time, significantly boosting brand awareness globally through extensive media spending and memorable imagery.

Which Formula 1 teams and drivers have had sponsorship from Esso or its related brands?

Esso has a significant history of motorsport sponsorship. This includes Lotus (1962-1967), Jim Clark, Brabham (1964-1973), Toyota F1 (2002-2009), Jordan and Midland F1 (2005-2006), Williams F1 (one season in 2009), McLaren (alongside Mobil and Exxon), Red Bull Racing and Scuderia Toro Rosso (and successors) since 2017. Enco also sponsored three Indianapolis 500 winners in the late 1960s.

What is the role of Esso in motorsports beyond Formula 1?

Esso has also been involved in other major racing events, including sponsoring Martini Lancia (1982-1986), the Le Mans-winning Peugeot 905 (1990-1993), and the Toyota GT-One (1998-1999). Additionally, since 1996, Esso (under the Mobil brand) has supplied fuels for all Porsche Mobil 1 Supercup entrants.

What is the current branding situation for Esso and Mobil in Canada?

Since 2017, both Esso and Mobil brands are used in Canada. Esso stations are supplied by Imperial Oil, which is majority-owned by ExxonMobil, and are operated by various retailers.

What was Esso's contribution to petroleum production in Argentina by 1943?

By 1943, Esso produced 60% of the petroleum in Argentina. This highlights its significant role in the country's energy sector during that period.

What is the significance of the 'Esso Express' branding seen in France and Japan?

The 'Esso Express' branding, as seen in images from Dole, France (2018), and Kyoto, Japan (2017), indicates a specific format or service offering by Esso, likely focused on efficiency or a streamlined customer experience at the fuel station.

What is the current branding status of Esso in Australia?

In Australia, Esso's retail petrol stations were acquired by Mobil Australia in 1990. While Esso remains an affiliate of ExxonMobil for oil and gas production, its retail fuel presence is now under the Mobil brand.

What were the primary products marketed under the Esso brand?

The primary products marketed under the Esso brand include gasoline, lubricants, and motor oil. Additionally, 'Esso Blue' was a specific brand of paraffin oil (kerosene) for domestic heaters.

How did the breakup of the original Standard Oil company in 1911 affect the naming of Esso?

Following the 1911 breakup of the original Standard Oil company into 34 smaller entities, Standard Oil of New Jersey adopted the name 'Esso,' derived from the phonetic pronunciation of 'S.O.' (Standard Oil), to market its products.

What was the 'Discol' product associated with the Cleveland brand acquired by Esso?

'Discol' was an alcohol blend product offered by Cleveland, a company in Northeast England acquired by Esso in the 1930s. Cleveland's product line also included a benzole blend.

What is the current branding strategy for Esso and Mobil in the United States?

In the United States, Exxon is the primary brand used by ExxonMobil in most regions, alongside Mobil. The Esso brand is not widely used for retail motor fuel in the U.S., although the trademark injunction preventing its use was lifted in 2016.

What is the significance of the 'On the Run' branding in relation to Esso?

'On the Run' was one of the convenience store brands used by Esso on its self-operated forecourts, often alongside 'Snack and Shop'. These stores offered various retail items and services.

What happened to Esso's operations in the Caribbean after 2008?

After 2008, Esso sold most of its Caribbean assets. Retail operations in Puerto Rico, the U.S. Virgin Islands, and Jamaica were sold to TotalEnergies, while Sol Petroleum purchased operations in several other Caribbean nations in 2014, retaining rights to use the Esso name in those countries.

What was the Esso brand's role in the 'Save the Tiger' campaign mentioned in the advertising section?

Following the initial 'Put a Tiger in Your Tank' campaign, Esso also engaged in 'save the tiger' initiatives. This included promotional events featuring real tigers and advertisements that shifted focus towards conservation efforts related to tigers.

What is the current status of Esso stations in Japan?

The Esso and Mobil brands are being phased out in Japan, with stations being replaced by the Eneos EneJet banner. This change is a result of corporate mergers and reorganizations within the Japanese energy sector.

What was the Esso brand's historical presence in South America, specifically Argentina?

Esso established a significant presence in Argentina starting in 1911, acquiring and developing the first oil refinery in Latin America. By 1943, it produced 60% of Argentina's petroleum and introduced products like 'Essolube' motor oil. However, its stations were rebranded to 'Axion Energy' in 2011.

What is the significance of the Esso logo used since 1965?

The current Esso logo, which has been in use since 1965, is a revision of the original 1934 logo. It serves as the primary visual identifier for ExxonMobil's motor fuel brand in many parts of the world.

What does the 'Esso' name signify in the context of ExxonMobil's branding strategy?

The 'Esso' name signifies ExxonMobil's primary motor fuel brand used worldwide, except in specific regions where the Mobil or Exxon brands are exclusively used. It represents a key part of the company's global brand portfolio.

What was the 'Esso Motor Hotel' mentioned in the navbox?

The 'Esso Motor Hotel' was a hospitality venture associated with the Esso brand, as indicated in the ExxonMobil navbox. Further details about its operations or history are not provided in the main text.

What is the 'Esso Power Players' reference in the navbox?

The 'Esso Power Players' is listed as a topic related to Esso in the ExxonMobil navbox. The specific nature or context of this program is not detailed within the provided article text.

What is the historical connection between Esso and the Anglo American Oil Company?

The Anglo American Oil Company, which established its head office in London in 1888, eventually became a part of Esso. This indicates an early European presence that was integrated into the Esso brand's history.

What was the purpose of 'The Negro Motorist Green Book' distributed by Esso franchises?

'The Negro Motorist Green Book' was a travel guide designed to assist African American travelers during a period of racial segregation in the United States. It listed establishments that were safe and welcoming to Black individuals, helping them navigate travel challenges.

Esso Wiki: Esso: A Global Energy Brand's Journey

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Esso: An Overview

Corporate Identity

Esso is a significant trading name utilized by ExxonMobil, one of the world's largest publicly traded international oil and gas companies. The name originated with Standard Oil of New Jersey, a successor entity following the 1911 breakup of the original Standard Oil trust.

Name Origin

The name "Esso" derives from the phonetic pronunciation of the initials "S.O." (Standard Oil). This nomenclature was adopted by Standard Oil of New Jersey, though it later faced objections from other Standard Oil affiliates.

Market Presence

Esso products, primarily gasoline and lubricants, were first marketed under this brand in 1926. While the brand was largely replaced by "Exxon" in the United States in 1972, the Esso name has continued to be widely used in many other global markets, reflecting its enduring international recognition.

Historical Trajectory

Standard Oil Legacy

Following the dissolution of the original Standard Oil company in 1911, Standard Oil of New Jersey (Jersey Standard) emerged as one of the successor entities. Jersey Standard secured rights to the Standard brand in specific U.S. states and began developing its own branding, eventually adopting "Esso" in 1926.

Brand Disputes

The adoption of the "Esso" name led to legal challenges from other Standard Oil companies, culminating in a 1937 U.S. federal court injunction. This ruling compelled Jersey Standard to use alternative brand names, such as "Enco" (Energy Company) and "Humble," in states where other Standard affiliates held territorial rights.

Corporate Rebranding

In 1973, Standard Oil of New Jersey officially renamed itself Exxon Corporation, adopting the "Exxon" brand nationwide. Despite this, Jersey Standard maintained trademark rights to "Esso" by continuing limited sales, such as Esso Diesel, in specific regions, thereby preventing the trademark from being declared abandoned.

Legal Reversal

In a significant development in February 2016, ExxonMobil successfully petitioned a U.S. federal court to lift the decades-old trademark injunction. This allowed for the potential reintroduction of the Esso brand in previously restricted U.S. states, as the original objecting companies had largely been acquired by competitors like BP.

Worldwide Operations

Canada

In Canada, Esso operates through Imperial Oil, in which ExxonMobil holds a majority stake. Esso stations are often supplied by Imperial Oil and operated by third-party retailers, including major convenience store chains like Couche-Tard and 7-Eleven.

United Kingdom

The Anglo American Oil Company, an early predecessor, established a London office that evolved into part of Esso. Esso has had a notable presence in the UK, including partnerships with retailers like Tesco and the operation of various forecourt brands.

Australia

Esso functions as an affiliate of ExxonMobil in Australia, primarily involved in oil and gas production. Its retail service stations were integrated into Mobil Australia's network in 1990.

France

Esso S.A.F. represents the French subsidiary of ExxonMobil, managing numerous service stations and refineries. The company has maintained a significant operational footprint within France.

Japan

Established as Esso Standard Sekiyu K.K. in 1962, the Japanese operations underwent several reorganizations. By 2019, ExxonMobil began phasing out the Esso and Mobil brands in Japan, transitioning to the JXTG's Eneos EneJet banner.

Latin America

Esso's presence in the Caribbean and South America has seen significant changes, with many retail operations sold to other companies like TotalEnergies and Sol Petroleum. In Argentina, Esso stations were rebranded as "Axion Energy" after acquisition by Bridas Corporation.

Associated Brands

Current Brands

Esso is one of ExxonMobil's primary motor fuel brands globally. Other key brands include Exxon (predominantly in the U.S.), Mobil (used in specific regions and for lubricants), and convenience store brands like "On the Run."

Former Brands

Historically, ExxonMobil utilized other brands, notably "Enco" and "Humble," in the United States due to legal restrictions on the use of the "Esso" name. These brands represented strategic adaptations to market conditions and legal frameworks.

Affiliates

Esso's operations are closely tied to its parent company, ExxonMobil, and its affiliates. In Canada, Imperial Oil is a key affiliate managing Esso-branded stations. Other significant affiliates operate in Australia, France, and various other global regions.

Marketing & Products

Esso Blue

Esso Blue was the brand name for Esso's paraffin oil (kerosene) used in domestic heating systems, particularly in the United Kingdom. Its distinctive advertising campaign featured the memorable jingle, "Bom, Bom, Bom, Bom, Esso Blue!"

"Tiger in Your Tank"

Launched in the 1960s, the "Put a Tiger in Your Tank" campaign was a highly successful global advertising initiative. Conceived by Emery Smith, it utilized extensive media, including television, radio, billboards, and promotional items like "tiger tails" for cars, significantly boosting brand awareness and association with power and performance.

Lubricants and Fuels

Beyond gasoline, Esso has historically marketed a range of petroleum products, including motor oils like "Essolube" and specialized fuels. The brand's association with automotive performance extended to its fuel offerings for various vehicle types.

Industry Partnerships

Motorsports

Esso has a long-standing history of involvement in motorsports, sponsoring numerous racing teams and events. Notable associations include Formula 1 teams like Lotus, Brabham, Toyota, Jordan, and Red Bull Racing, as well as endurance racing entries such as Peugeot and Toyota GT-One.

Automotive Affiliations

The Esso brand, along with Exxon and Mobil, serves as an official recommended fuel supplier for several major automotive manufacturers. These include marques from Volkswagen Group (Bentley, Porsche), Toyota Group (Toyota, Lexus, Daihatsu, Hino), and General Motors (Chevrolet, Cadillac, Buick), underscoring its role in vehicle performance and maintenance.

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References

Don't ignore history by Robert Sobel on Barro's, 7 Dec 1998

Our History on Esso website

Exxon Corporation on EncyclopÃ¦dia Britannica

"The Great Blue Singer " at Discogs

Cien aÃ±os de Esso en la Argentina, p. 108-114, on Petrotecnia website, 2011

Bridas cierra compra de activos downstream de Esso on BN Americas, 1 Mar 2011

Bridas se queda con los activos de Esso on RÃo Negro, 2 Mar 2011

A full list of references for this article are available at the Esso Wikipedia page

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Important Notice

This content has been generated by an AI model for educational purposes, drawing upon publicly available information. While efforts have been made to ensure accuracy and adherence to the source material, it may not encompass all nuances or the most current details.

This is not financial or business advice. The information presented here is for informational and educational purposes only and should not be construed as professional consultation. Always refer to official documentation and consult with qualified industry professionals for specific business or investment decisions.

The creators of this page are not responsible for any errors or omissions, or for any actions taken based on the information provided herein.

Esso: A Global Energy Brand's Journey

💡 Dive in with Flashcard Learning! 💡

Esso: An Overview ⛽

🏢 Corporate Identity

💡 Name Origin

📈 Market Presence

Historical Trajectory ⏳

📜 Standard Oil Legacy

⚖️ Brand Disputes

🔄 Corporate Rebranding

🏛️ Legal Reversal

Worldwide Operations 🌍

🇨🇦 Canada

🇬🇧 United Kingdom

🇦🇺 Australia

🇫🇷 France

🇯🇵 Japan

🌎 Latin America

Associated Brands 🔗

⭐ Current Brands

⏪ Former Brands

🤝 Affiliates

Marketing & Products 📣

🔥 Esso Blue

🐅 "Tiger in Your Tank"

🚗 Lubricants and Fuels

Industry Partnerships 🏆

🏎️ Motorsports

⚙️ Automotive Affiliations

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📜 Important Notice

Dive in with Flashcard Learning!

Esso: An Overview

Corporate Identity

Name Origin

Market Presence

Historical Trajectory

Standard Oil Legacy

Brand Disputes

Corporate Rebranding

Legal Reversal

Worldwide Operations

Canada

United Kingdom

Australia

France

Japan

Latin America

Associated Brands

Current Brands

Former Brands

Affiliates

Marketing & Products

Esso Blue

"Tiger in Your Tank"

Lubricants and Fuels

Industry Partnerships

Motorsports

Automotive Affiliations

Teacher's Corner

True or False?

Test Your Knowledge!

Gamer's Corner

Discover other topics to study!

References

Feedback & Support

Disclaimer

Important Notice