New petrol station brand hits major milestone spreading across South Africa

Astron Energy has moved a step closer to achieving its goal of becoming South Africa’s leading fuel brand, unveiling its 400th rebranded service station at La Roche in Gqeberha on 22 November 2024.

This marks the halfway point in the company’s plan to rebrand over 800 Caltex sites nationwide.

Founded in 1911 as the Texas Company, Astron Energy manages the Caltex brand under license from Chevron.

The company operates a Cape Town refinery with a capacity of 100,000 barrels per day, producing petrol, diesel, jet fuel, and more.

It began its rebranding initiative in 2022 to transition its service stations from the Caltex branding to the new Astron Energy identity.

“Our 400th rebranded station is a tremendous milestone,” said Astron Energy CEO Thabiet Booley.

“We’re reimagining the fuel experience across the country, and creating spaces that reflect the energy and pride of our communities. Each station brings us closer to becoming a brand that South Africans love and proudly call their own.”

The scale and complexity of the rebranding was emphasised at the unveiling.

Farouk Farista, General Manager of Retail, Sales, and Marketing at Astron Energy, said that “rebranding 400 sites has been no small task.”

“It’s been a huge, complex project, and none of this would have been possible without our team’s hard work and commitment.

“We have set ourselves ambitious targets but always with the emphasis on maintaining the highest standards of safety and quality to ensure our customers have a seamless experience at each forecourt location,” said Farista.

Over 450 individuals have been employed in the rebranding process.

Furthermore, the company said that as part of its Enterprise and Supplier Development (ESD) initiative, Astron Energy has empowered more than 30 local installation teams, providing training, resources, and mentorship to help small and medium-sized businesses thrive.

For the team at La Roche in Gqeberha, being the 400th station to undergo the rebrand was exciting.

“We’re thrilled to be part of Astron Energy’s journey and to bring this fresh look to our community,” said Amanda Killian, a retailer at La Roche.

“This rebrand is about the commitment to our customers, who can expect great service and a welcoming space every time they visit us.”

Farista also reflected on the importance of collaboration in achieving such a milestone.

“Our mission to become South Africa’s next biggest fuel brand is only possible because of the strong partnerships we’ve built with our teams, suppliers, and communities,” he said.

“Each rebranded station reflects the dedication and teamwork that are core to our purpose of securing our future, together.”

Looking ahead, Astron Energy is aiming for its next milestone of 500 rebranded service stations as it continues its nationwide transformation.

The company said that it remains committed to its growth strategy, which focuses on creating lasting relationships with local communities and providing an elevated fuel experience for South African consumers.

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