Officials with VP Racing Fuels announced it has joined forces with JAT Oil in its retail branding program. Based in Chattanooga, Tennessee, JAT Oil supplies 125 retail locations in Tennesee, Georgia and Alabama.
 
“For us, the most appealing aspect of VP’s retail branding program is that it makes us different. VP’s new, attractive image will allow our dealers to stand out and reclaim some of the gallons that we’ve lost to major chains,” said Brian Venable, Brand Manager for JAT Oil.  “Secondly, it provides additional revenue streams that we can offer our dealers with VP-branded race fuels, additives and small engine fuels. The VP ‘Fuel Cube’ that stations will use to store 5-gallon pails of race fuel is a good advertising tool—it attracts attention, builds curiosity and leads to sales.
 
“VP’s low credit card fees are fantastic and, together with the option to purchase unbranded supply, leads to more profit. All these factors make for an extremely strong program for our dealers.”
 
“JAT Oil is a strong, well-respected distributor in the Southeast, and we’re excited to have them as a partner,” said Alan Cerwick, President of VP Racing Fuels. “Their buy-in validates the strength of the VP brand and the competitive advantages our program delivers. We look forward to growing our businesses together for many years to come.”