CALTEX has announced a major rebranding, whereby all of its service stations in South Africa and Botswana will be named Astron Energy.
Astron Energy is South Africa’s second largest oil network, with more than 850 Caltex branded service stations in South Africa and Botswana.
In a statement, the company said the name change followed the 2018 majority acquisition of the former Chevron South Africa Pty (Ltd) by Glencore South Africa Oil Investments (Pty) Ltd, from which Astron Energy operates the Caltex brand under license agreement. .
“Astron Energy has now seized the opportunity to consolidate its operations under a single, unifying brand identity,” he said.
According to the company, the rebranding means Astron Energy will become the global brand for business, commerce and retail, and be the public face of the company on all forecourt and other key locations.
“This is an important step in Astron Energy’s ambition to become the largest fuel brand in South Africa,” the company said.
The existing network of more than 850 Caltex service stations in South Africa and Botswana will be gradually renamed as part of a site refresh and upgrade initiative to be undertaken over the next few years.
Astron Energy Acting Managing Director Braam Smit said: “This is a unique opportunity to re-imagine and reinvent ourselves as a leading African energy company with a proud heritage and a very strong future. promising. Astron Energy is deeply committed to Africa, its people and the development of the continent. This is an important step in our ambition to become the largest fuel brand in South Africa. “
Astron Energy Chief Marketing Officer Cambridge Mokanyane said: “We understand that oil companies are increasingly offering more than just fuel at their service stations. Diversification is the key. We put a lot of work and imagination into the fuel and non-fuel retail offerings. We adapt to the changing competitive landscape and to the needs of our customers. We innovate and create value for all our stakeholders, and we ensure that the customer experience is at the heart of our new strategy to become the biggest player in South Africa.
Smit said the rebranding was the biggest and most exciting change in South Africa’s oil industry in three decades.
“We are moving from managing a brand to owning it. We will continue to provide our customers with high performance fuels, quality products and great service from great people, as well as exciting new offerings and experiences as part of Astron Energy’s dynamic new look. “
The rebranding to Astron Energy was to be one of the largest logistics companies in the fuel industry in Southern Africa and would see a total of more than 850 retail locations in South Africa and Botswana rebranded.
It would also include the Cape refinery, the lubricants manufacturing plant in Durban, 15 terminals, 180 commercial and industrial sites, as well as corporate facilities.
“Join us on this exciting new journey and watch this space to see the unveiling of our new brand identity, which will soon arrive on a forecourt near you! Smith said.