SOUTH AFRICA – Caltex is rebranding its 850 plus Caltex-branded service stations in South Africa and Botswana as Astron Energy in what has been described as one of the local fuel industry’s largest ever logistical undertakings.
Astron Energy has been operating the Caltex brand under license since Glencore South Africa Oil Investments took a majority stake in former Caltex parent company Chevron South Africa.
Although Astron Energy hasn’t revealed the new branding or the exact plans for its 850 sites, acting CEO Braam Smit promised that a vibrant new look would be joined by exciting new offerings and experiences.
Astron Energy’s marketing head Cambridge Mokanyane said the company was putting considerable effort into both the fuel and non-fuel retail offerings.
“We’re adapting to the changing competitor landscape and our customers’ needs,” Mokanyane said.
“We’re innovating and unlocking value for all our stakeholders and making sure the customer experience is front and center in our new strategy to become the largest player in South Africa,” he added.
The acting CEO reiterated Astron Energy’s ambition to become the largest fuel brand in South Africa.
“This is a once-in-a-generation opportunity to reimagine and reinvent ourselves as a leading African energy company with a proud legacy and a very promising future,” Smit said.
“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,” he concluded.
“This is an important step in our ambition to become the biggest fuel brand in South Africa”
Braam Smit – Ag CEO, Astron Energy
Astron Energy said that the current network of Caltex service stations would be upgraded and rebranded in a phased approach over the next few years and the rebrand would also apply to the Cape Town refinery as well as the lubricants manufacturing plant in Durban and other industrial and corporate sites.
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 Havoline and Delo which will continue to be available at Caltex forecourts nationwide.
Smit concluded: “Join us on this exciting new journey and watch this space to see the reveal of our new brand identity which is coming soon to a forecourt near you.”
Caltex, with its star emblem, has a history of more than 85 years in South Africa, and its white rabbit was one of South Africa’s most recognizable corporate mascots.
Caltex was named for the two companies that merged to create it, Standard Oil of California and the Texas Oil Company.
Its star was drawn from the Texas symbol.
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