New Caltex signage to help reduce service
station fuel confusion
October 24, 2011
Caltex Australia has commenced a widespread upgrade of service
station pump signage to provide customers with clearer information
that will help them choose the right fuel for their vehicles.
Australia's leading fuel supplier is introducing the new labels to
more than 500 service stations in response to customer feedback
that showed that the expanding range of fuels at modern service
stations had contributed to confusion at the bowser.
Caltex Marketing Services Manager Michael Ridley-Smith said a shift
in the fuel requirements of modern vehicles, together with strong
demand for a broader range of fuels, had increased the number of
products now available at each site.
"Twenty years ago the average service station might have had super
and unleaded fuel available on the forecourt and diesel out the
back," Mr Ridley-Smith said.
"Today the situation is very different because of increased demand
for diesel, premium unleaded and biofuel blends.
"Older pumps typically only had two hoses, one on each side of the
pump, minimising the chance of selecting the wrong fuel.
"Modern dispensers have up to four hoses on each side - all
carrying different products designed for an expanding range of
fuels and vehicles - so this has meant that motorists have to be
extra careful not to fill-up with a fuel not suited to their
"Feedback from our customers has shown that, by displaying clearer
information at the bowser, motorists feel they will be better
informed about the fuels available and much less likely to put the
wrong fuel in by mistake."
Mr Ridley-Smith said that the labels would now carry the generic
product name and be accompanied by a fuels product descriptor that
provides key information on each fuel type, including the Vortex
range of premium unleaded and diesel products.
"Many motorists have begun driving vehicles that require a
different type of fuel to the one they are used to and this can
also be confusing particularly when a premium brand such as Vortex
is available across both unleaded petrol and diesel fuels," Mr
"Customers associate the Vortex name with it being a premium fuel
product and recognise the similar benefits of choosing one of these
products for their vehicle depending on their engine-type.
"We hope that the combination of improved labelling on the bowser
and a separate product descriptor chart providing more detailed
information about the benefits of each product will be helpful for
all of our customers."
High-res images available upon request.
02 9250 5094