Caltex service stations in South Africa and Botswana to rebrand as Astron Energy
The existing network of over 850 Caltex service stations in South Africa and Botswana will be rebranded as Astron Energy in a phased manner, as part of a site refresh and upgrade initiative to be undertaken over the next few years.
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.
This name change follows the 2018 majority acquisition of the former Chevron South Africa by Glencore South Africa Oil Investments, since which time Astron Energy has been operating the Caltex brand under a licence agreement. Astron Energy has now taken the opportunity to consolidate its operations under a single, unifying brand identity.
Braam Smit, Astron Energy Interim CEO, said: “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. 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’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.”
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 SA and Botswana rebranded. It will also include the refinery in Cape Town, lubricants manufacturing plant in Durban, 15 terminals, 180 commercial and industrial sites, as well as corporate facilities.
Cambridge Mokanyane, Astron Energy’s General Manager, Marketing, said: “We understand that petroleum companies are increasingly offering more than just fuel at their service stations. Diversification is key. We are putting a lot of work and imagination into both fuel and non-fuel 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.”
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.