Orange petrol station brand taking over South Africa

Astron Energy has reached the halfway point in its goal to transform over 800 petrol stations across South Africa.

Astron Energy was established in 2018 after Glencore acquired American giant Chevron’s Southern African assets in 2017.

The company’s history stretches back to 1911, when its first crude oil cargo was imported into South Africa to help meet the country’s fuel needs.

In 1936, motorists were first introduced to the Caltex brand and the Caltex star logo. It was a joint venture between Standard Oil of California and Texaco.

The Caltex Lubricant Manufacturing Plant was established in Durban in 1955. In 1966, the company was a key investor in South Africa by building a refinery in Cape Town.

Since 2018, Astron Energy has operated the Caltex brand under a license agreement with Chevron.

However, in 2021, Astron Energy consolidated its operations under a single brand and announced the rebranding of over 850 Caltex service stations.

The rebranding included the refinery in Cape Town, lubricants manufacturing plant in Durban, 15 terminals, 180 commercial and industrial sites, and corporate facilities.

Astron Energy highlighted that rebranding Caltex petrol stations with its new colours would take a few years.

Astron Energy CEO Thabiet Booley said this is an important step in the group’s ambition to become the biggest fuel brand in South Africa.

In September 2022, Astron Energy unveiled its first new-look petrol station in South Africa. It said it was the start of becoming “the next biggest fuel brand” in the country.

Fast forward two years, and Astron Energy has reached the halfway mark by rebranding 400 service stations in South Africa.

The rebrand from Caltex to Astron Energy, initiated in 2022, is the biggest change in the South African fuel industry in three decades.

“We’re reimagining the fuel experience across the country and creating spaces that reflect the energy and pride of our communities,” Astron Energy CEO Thabiet Booley said.

“Each station brings us closer to becoming a brand that South Africans love and proudly call their own.”

The company said the project employed 450 people to date, contributing their skills and dedication to push the rebrand forward.

Astron Energy has also empowered more than 30 local installation teams, providing training, resources, and mentorship to help small and medium-sized businesses flourish.