All 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.
Astron Energy is South Africa’s second-largest petroleum network with over 850 Caltex-branded service stations in SA 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, 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.
The existing network of over 850 Caltex service stations in South Africa and Botswana will be rebranded in a phased manner as part of an exciting site refresh and upgrade initiative to be undertaken over the next few years.
Announcing the rebranding on Wednesday, Astron Energy Interim CEO, Braam Smit, 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.”
Astron Energy’s General Manager: Marketing, Cambridge Mokanyane, commented: “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.”
Smit said 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.”
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 including the refinery in Cape Town, lubricants manufacturing plant in Durban, 15 terminals, 180 commercial and industrial sites, and 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 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.”