Low-quality fuel, stop and go driving and ethanol and sulfur additives all cause engine deposits, and as engine technology is enhanced and increased, the sensitivity of components becomes more sensitive, making the need for an effective cleaning agent all the more profound.

With deposits mainly impacting injectors, intake valves and combustion chambers, Chevron has found a way to fight back. TECHRON Concentrate Plus is a newly developed fuel additive that removes deposits and protects the fuel system. It restores lost power and performance in one tankful, Croce says.

Recommended for use every 3,000 miles or with every oil change, TECHRON Concentrate Plus cleans sulfur and other chemical deposits from the engine, leading to better fuel spray, airflow and mixing, less knocking and disrupted combustion, and most importantly, maximized fuel economy.

Chevron developed the product using a marketing plan that first developed performance expectations, then created the additive formulation and lastly determined the price point, different from typical plans of first developing the price point and creating the technology afterward.

Using inhouse testing, Chevron determined the TECHRON Concentrate Plus has an unsurpassed level of detergency and when tested against the leading fuel additive on the market, it provided 62.1 percent better engine clean up, Croce says.

Many OEMs including BMW, Ford, GM, Honda, Mazda, Toyota and Nissan, among others have utilized the product.