Astron Energy rebrands over 850 service stations across South Africa
The operator of the second largest fuel retail network in the country has revealed a new look and aims to become the number one fuel brand in the local market.
Astron Energy has unveiled a new look for its network of over 850 service stations. The rebrand from Caltex to Astron marks a new era for the South African liquid fuels industry, as the second largest petroleum retail brand in the country aims to become the number one player in the market.
The entire network will be rebranded over the coming months, followed by those in Botswana. In addition, the company will also rebrand its Cape Town refinery, lubricants manufacturing plant in Durban, 15 terminals, 180 commercial and industrial sites, as well as corporate facilities.
“Our ambition as Astron Energy is clear and our new brand allows us to step confidently into the future, one in which we aim to welcome customers to our exciting new-look forecourts and experiences. Our new brand presents us with the perfect opportunity to put the foundation stones in place as part of our drive to create connected customer journeys and connect with communities to unlock value in fuel, retail and beyond,” said Thabiet Booley, CEO of Astron Energy.
A total of 20 regional teams will be working simultaneously across the country to rebrand forecourts to Astron Energy. As part of the new brand, the firm is launching a new rewards programme and a new Astron Energy Quartech Fuel 4-in-1 technology. Customers will still be able to earn and redeem Standard Bank UCount rewards points, while simultaneously participating in Astron’s new rewards programme.
