In the US, the Gulf gas stations, in general, are old looking stations which do not have the clean look as of a Shell or Exxon gas station. And cause of this, the "image" of Gulf here in the US is not one of top tier, but mid or lower tier.
Gulf may be well recognized as a legend in car racing history, but they definitely do not protray a luxury image here in the US which is why I ponder why both JLC and Aston Martin partnered up with them.
Cheers,
Anthony