[QUOTE]Originally posted by Triple_Se7en:
[QB] I want to know why Esso is not in the USA too!
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As pointed out in earlier posts, "Esso" is phoenetically the same as "S.O.", or "Standard Oil.
When the original Standard Oil was broken up into multiple companies, the exclusive right to use the trade name "Standard Oil" in the United States was assigned to the regional companies. Standard Oil of New Jersey had the right in much of the east coast, and used the tradename "Esso". They also used it outside the USA, including Canada.
In the western USA, Standard Oil of NJ used the trade name "Enco", and in Ohio, they used the name "Humble".
However, about 1970 the decision was made in Standard Oil of NJ that it should market under a single trade name nationwide. They selected the name "Exxon", and changed the corporate name as well.
Thus, the Canadian Esso oils discussed on BITOG are brewed by Imperial Oil, ExxonMobil's Canadian affiliated company. Even if ExxonMobil wanted to market the Imperial Oil motor oils in the USA, they would not be able to use the Esso label in states where other companies formerly affiliated with the original Standard Oil have the right to use the "Standard Oil" name.
I know a fair amount of this because years ago I was an engineer for Exxon and we went through all of this in a professional orientation program.