Astron Energy has unveiled its new-look service stations that will see the rebranding of Caltex service stations across South Africa.
The petroleum giant operates the second-largest petroleum retail network in South Africa, with more than 850 service stations. The rebrand from Caltex to Astron Energy is the most significant change in the local liquid fuels industry in three decades. It is also a key milestone in the company’s ambition to become the next-biggest fuel brand in South Africa.
The first Astron Energy sites to feature the new brand include:
- Chuenespoort along the R37 in Limpopo
- KwaMakhuta in Amanzimtoti, KZN
- Nandi in eThekweni, KZN
- MACS in Brooklyn, Cape Town
The entire network of more than 850 Caltex sites in South Africa will be rebranded over the coming months, followed by those in Botswana. The company’s Cape Town refinery, lubricants manufacturing plant in Durban, 15 terminals, 180 commercial and industrial sites, and corporate facilities will also be rebranded. This will make the rebranding initiative one of the largest logistical undertakings in South Africa’s recent history.
A total of 20 regional teams will be working simultaneously across the country to rebrand forecourts to Astron Energy. In the process, the team will install an estimated 1.3 million LEDs, or 27 soccer fields’ worth of orange and charcoal forecourt canopy cladding, covering a total of 192 796 square metres.
Astron Energy CEO Thabiet Booley said: “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.”
