- Caltex announces it will transition its name to Ampol over the next three years, starting in 2020
- Business as usual for the time being for all customers of Caltex, including StarCard customers
Caltex Australia (ASX:CTX) has today announced it will be bringing Ampol, the much-loved and iconic Australian fuel brand, back to forecourts across the country after it was retired almost 25 years ago in the merger with Caltex.
The Australian Motorists Petrol Company, which later became Ampol, was founded in 1936 and has been part of Australia’s DNA since then. Ampol has also been part of the ethos of Caltex Australia since the two companies merged in 1995.
Revitalising this iconic and strong Australian brand is an exciting move that reflects the company’s deep local heritage and experience in this market. The modern company today still shares the same values as the Ampol many Australians remember so well - delivering excellent customer service, being community-minded and making and selling its own high-quality fuels and products designed for local needs.
The reinvigoration of the Ampol brand will include an identity update across the entire network with the transition from the Caltex name to Ampol over the next three years in a staged rollout.
Managing Director and CEO of Caltex Australia, Julian Segal, said the announcement was a great opportunity for the company to bring back this iconic brand that is still trusted by Australians of all ages.
“Ampol is an iconic Australian name - a brand which reflects our deep Australian heritage and expertise,” said Mr Segal.
“Our market research confirmed that Ampol continues to be regarded as a trusted brand by Australian consumers – even those who weren’t born when the brand was retired. Our decision to bring Ampol back reflects the focus we still have today on our heritage of friendly and efficient service, high-quality Australian-made products and being part of the local community.
“Many of our employees and customers still have strong memories of what Ampol stood for in Australia. It’s a brand that our people, partners and customers can be proud to be part of helping to recreate and revitalise and it remains a perfect fit for the modern company we are today.
“Transitioning to an Australian-owned brand will give us the freedom and independence to evolve here in Australia. Everything else about our business remains the same – including the development and delivery of high-quality premium fuels to all of our customers.”
For now it is business as usual for all Caltex customers, but consumers can expect to see the first newly branded stores to be rolled out in 2020 with the transition to Ampol to be completed over the next three years.
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