End of an era for iconic petrol station brand in South Africa
The rebrand of Caltex to Astron Energy is nearing completion, with the 700th South African site now rebranded.
The site in Villiersdorp is the latest to be rebranded as part of the nationwide programme launched in 2022.
Astron Energy is one of the largest transformations in South Africa’s fuel industry in over three decades, with Caltex’s old blue replaced with a bright orange and purple branding.
Astron Energy operates the country’s second-largest petroleum retail network, with over 800 service stations nationwide. The latest rebranding means that close to 90% of Caltex have been rebranded.
John Bailey, Retail and Marketing General Manager at Astron Energy, said the milestone reflects strong progress against an ambitious national rollout.
“As we near completion, our focus remains on maintaining the highest safety and quality standards, while delivering a seamless and consistent customer experience across our network,” said Bailey.
Astron Energy said that it is advancing its goal of becoming South Africa’s leading fuel brand, with the 800-site milestone now firmly in sight.
The rebranding of the group comes after Glencore entered the local fuel sector in 2017 when it purchased American oil major Chevron’s Southern African assets for $1 billion.
This gave the commodities giant control of the Caltex brand and a strategic foothold in both fuel production and nationwide distribution.
Astron Energy entered the market following its 2018 purchase. Astron Energy was operating under the Caltex brand under a licence agreement.
In 2022, Astron Energy decided to consolidate its operations under a single, unifying brand, kickstarting a nationwide rebrand.
While the rebrand of the petrol stations is what customers mostly see, a major reason for Glencore’s entrance into the local market was Chevron’s Cape Town refinery in Milnerton.
The refinery was first opened in 1966 and produces up to 100,000 barrels of refined fuel products per day, including petrol, diesel, jet fuel and liquefied gas.
This refinery supplies South Africa’s domestic fuel supply while also contributing to exports into neighbouring markets.
After a shutdown period for repairs and upgrades, the refinery restarted operations in 2023 and is still running today.
Glencore is run by a South African CEO, Gary Nagle, who replaced fellow South African Ivan Glasenberg, who left the role in 2021.
No matter which petrol station South Africans go to, pain at the pumps is expected in May. Mid-month estimates point to petrol and diesel price increases of R3 and R10, respectively, for May.
While the National Treasury gave South Africans a R3 per litre fuel levy relief in April, no further relief is expected. Moreover, SARS warned that it will have to recollect those lost revenues one way or another.
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