Over 850 Caltex fuel stations to be rebranded countrywide
The name Caltex in fuel service stations across the country will be a thing of the past very soon.
The filling station franchise has revealed its new brand identity and a sneak peek into what its network of Caltex service stations – recently voted No1 for customer service in the petrol station industry in South Africa – will look like when over 850 retail sites will be rebranded to Astron Energy.
Astron Energy manages the Caltex brand under licence from Chevron, and manufactures and sells Caltex branded lubricants.
Formerly Chevron South Africa, Astron Energy entered the Southern African market in 2018 following a change in ownership. The company is an American brand originating in 1911 when it first imported crude oil cargo as the Texas Company.
The second largest petroleum network with stations across South Africa and Botswana, Astron Energy has begun the work to transform over 850 Caltex-branded service stations.
According to the fuel giant, the new logo and corporate colours is another important step in the Company’s ambition to become the next biggest fuel brand in South Africa.
“The rebrand is a milestone moment for us on our journey to reimagine and reinvent ourselves. We have been a trusted player in fuels for over a century. We are looking forward to stepping confidently into the future and welcoming all our customers to our exciting new-look forecourts and experiences,” said Astron Energy Interim CEO, Braam Smit.
The new look will also see fuel stations place careful emphasis on the basics, including bathroom facilities and lighting, as part of rejuvenating the overall customer experience.
“We will continue to offer customers high performance fuels, quality products and great service delivered by excellent people, as well as exciting new offerings and experiences as part of our new look. We’re looking forward to the rebrand and the enormous potential it holds,” Smit added.
The company claims that rebrand is the most significant and exciting change in the South African oil industry in over 30 years.
Indeed, it is one of the largest logistical undertakings as 850+ retail sites, a refinery (in Cape Town), their lubricants manufacturing plant in Durban, 15 terminals, 180 commercial and industrial sites, as well as corporate facilities will all be rebranded.
“Astron Energy is the future of fuel and the rebrand creates the ideal platform to enhance our service offering through innovations and exciting products which are designed to speak to an ever changing consumer landscape,” Smit added.