Engen strengthens its brand leadership

Engen, South Africa’s popular fuel and retail convenience brand, has again strengthened  its brand leadership.

The company has won the Sunday Times Top Brands award for a record fourth time running, beating competitors including BP, Shell and Total in the petrol station category. After rising to joint first place with BP in 2010, Engen won the award outright in 2011 for the first time.


Service and products

Engen attributes its long reign at the top to continued investment in meeting customers’ needs. “We remain focused on providing a great forecourt and convenience service experience, and on developing products that are relevant to our customers,” says Joe Mahlo, General Manager, Engen Sales & Marketing.


Engen has delighted customers with a host of innovative convenience partnerships over the years, and pours significant investment into customer service training, with interventions including its annual Phambili Roadshow, Smile customer service programme and iPad-based distance learning programme, Engen Learn.


“We have worked very hard to deliver a unique “branded” customer experience and appealing convenience package,” says Mahlo.


Rising through the ranks

Tasneem Sulaiman-Bray, Engen’s General Manager: Corporate Affairs, says Engen’s sustained success shows the brand has pride of place in South African motorists’ hearts and minds.


“Not only do we lead the industry in share of market, but our brand continues to be recognised and trusted. We’re honoured by motorists’ continued endorsement of our hard work.”


No accident

Engen is no stranger to accolades having once again won the people’s most popular fuel brand in the 2014 Standard Bank People’s Wheels award amassing 27% of the votes in the “Most Popular Fuel Brand” category.   Engen was also the winner of this category in 2013 when it attained 26% of the votes.


Engen was  named SA’s leading oil company in the 2013 Top Company Reputation Index run by Mail & Guardian, and this year was once again named the ‘coolest petroleum brand’ for the fourth consecutive year in the Sunday Times Generation Next youth survey.


Mahlo says a Brand Tracker survey for the petroleum industry shows increasing awareness and usage of Engen brand.  “It is becoming increasingly important for service station brands to offer great service in times of economic hardship,” he says.


Winning strategy

Mahlo says Engen is optimistic about building momentum for the brand as recessionary pressures continue.




* Sunday Times Top Brands Awards is commissioned by Avusa Media and conducted by TNS Research Surveys


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