Source: Supermarket & Retailer
All Caltex-branded service stations in South Africa and Botswana are to be rebranded Astron Energy, the latter announced in a statement on Wednesday (4 August).
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 group said.
The 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.”
The existing network of over 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 to be undertaken over the next few years.
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.”
“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 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.
“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,” said Astron Energy.