ORLEN dominates as premier fuel brand in Czech Republic
By the close of 2023, almost 90% of service stations previously known as Benzina in the Czech Republic will bear the ORLEN name. This move signifies the culmination of a strategy initiated years ago to establish the ORLEN brand in the Czech market. With a robust network of 436 service stations, the ORLEN Group not only leads in the traditional fuel sector but also pioneers in the realm of alternative fuels in the Czech Republic.
Daniel Obajtek, CEO of ORLEN, emphasised the conglomerate’s vision. “Our goal in creating a multi-utility conglomerate is to fortify our international presence and spearhead the energy transition throughout the region. The ORLEN Group’s expansive service station chain in Central Europe stands as a testament to our commitment. We’re striving for a cohesive brand identity across international markets, associating ORLEN with premium energy services. Our leadership in alternative fuels in the Czech Republic exemplifies our brand’s positioning,” he said.
Initiated in 2019, the rebranding of ORLEN’s Czech service stations is nearing its conclusion. ORLEN has slated logo transitions for approximately 300 locations in the latter half of 2023. This means, by year’s end, 370 of the 436 Czech stations will display the ORLEN insignia. These stations offer more than just conventional fuels; they’re equipped with electric charging stations and hydrogen refueling facilities. Notably, two hydrogen stations are already functional in Prague’s Barrandov district and Litvínov. Additionally, 61 stations feature electric chargers, and plans are underway to introduce 150 kW fast chargers on major Czech transit routes this year.
ORLEN’s consistent branding extends beyond fuel, encompassing non-fuel products as well. Since 2019, nearly 100 new ORLEN Stop. Cafe outlets have been launched, representing over 80% of ORLEN’s Czech retail chain. This addition complements the non-fuel offerings in countries like Poland, Lithuania, and Slovakia. The brand envisions further expansion in tandem with the growth of ORLEN’s Czech operations.
Rebranding efforts are tailored to the specific market conditions of each country. Stations in Lithuania, Hungary, and most in Slovakia already sport the ORLEN brand. As upgrades occur and new stations emerge, such as in Germany, the ORLEN brand is integrated. By 2030, the expectation is for all ORLEN stations to unify under a shared logo.
Presently, the ORLEN Group operates service station chains in countries like Poland, the Czech Republic, Germany, Hungary, Lithuania, and Slovakia. Expansion plans are in motion, with the acquisition of 266 stations in Austria set to conclude by the end of 2023.