Caltex stations to be rebranded to Astron Energy in S. Africa
All Caltex-branded service stations in South Africa and Botswana are to be rebranded to Astron Energy. Astron Energy is South Africa’s second largest petroleum network with more than 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 Chevron South Africa Pty (Ltd) by Glencore South Africa Oil Investments (Pty) Ltd. As part of the acquisition, Astron Energy secured a licensing agreement to use the Caltex brand until at least 2024. Caltex, with its star emblem, has a history of more than 85 years in the country. Its white rabbit was one of the most recognisable corporate mascots in the country.
The existing network of more than 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.
“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,” says Astron Interim CEO Braam Smit.
“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,” adds Astron General Manager - Marketing, Cambridge Mokanyane.
Smit said the rebrand is the most significant and exciting change in the domestic 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.”
The rebrand is also set to be one of the largest logistical undertakings ever in the Southern African fuel industry. 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.