All petroleum brand Caltex-branded service stations in South Africa and Botswana are to be rebranded Astron Energy in one of the most significant and exciting events in the local fuel industry for almost three decades.
Petroleum product supplier Astron Energy is South Africa’s second largest petroleum network with over 850 Caltex-branded service stations in South Africa and Botswana.
The rebrand means Astron Energy becomes the overarching brand across corporate, commercial and retail, and will be the public face of the company at all forecourts and other key sites. This is an important step in Astron Energy’s ambition to become the biggest fuel brand in South Africa.
The name change follows the 2018 majority acquisition of the former petroleum products refiner and marketer Chevron South Africa by commodity trading and mining company Glencore South Africa Oil Investments, which has seen Astron Energy operating the Caltex brand under a licence agreement since then.
Astron Energy has now taken the opportunity to consolidate its operations under a single, unifying brand identity.
The existing network of over 850 Caltex service stations in South Africa and Botswana will be rebranded in a phased manner as part of a site refresh and upgrade initiative to be undertaken over the next few years.
Astron Energy interim CEO Braam Smit says this is a once-in-a-generation opportunity to reimagine and reinvent the company as a leading African energy company with a proud legacy and a promising future.
He adds that Astron Energy has a deep commitment to Africa, its people and the development of the continent.This is an important step in our ambition to become the biggest fuel brand in South Africa.
“We understand that petroleum companies are increasingly offering more than just fuel at their service stations,” says Astron Energy marketing GM Cambridge Mokanyane.
He adds that diversification is key and the company is putting a lot of work and imagination into both fuel and nonfuel retail offerings.
“We’re adapting to the changing competitor landscape and our customers’ needs. We’re innovating and unlocking value for all our stakeholders and making sure the customer experience is front and centre in our new strategy to become the largest player in South Africa.”
Smit says the rebrand is the most significant and exciting change in the South African oil industry in three decades.
“We’re moving from managing a brand to owning it. 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 the vibrant, new-look Astron Energy,” he adds.
The rebrand to Astron Energy is set to be one of the largest logistical undertakings ever in the Southern African fuel industry and will see a total of 850-plus retail sites in South Africa and Botswana rebranded.
It will also include the refinery in Cape Town, the lubricants manufacturing plant in Durban, 15 terminals, 180 commercial and industrial sites, as well as corporate facilities.
The choice of the new name follows extensive public research by the company to understand what customers are looking for, what their preferences are, and how their local station can meet the changing needs of the customer. Astron Energy is also tracking the most innovative market trends in retail fuel.
For now, it is business as usual for all Caltex customers who can still expect to receive the same great service and products, including flagship lubricants brands and motor oil brand Havoline and Delo, which will continue to be available at Caltex forecourts nationally.