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Tuesday, September 27, 2022

South Africa: Caltex announces a rebranding as Astron Energy

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The new Astron Energy brand has been announced by Caltex, one of South Africa’s top five oil brands, and is one of the largest logistical companies to ever operate in the region.

Over the next few years, more than 850 service stations Caltex in South Africa and Botswana will be renamed to consolidate their operations and unify their brand identity. The company is seeking to strengthen its business.

Astron Energy has been licensed to operate Caltex in accordance with the 2018 majority share acquisition of Chevron SA – the parent company of Caltex – by a commodities giant, Glencore SA Oil Investments.

Astron Energy promised a fresh branding campaign, which offers new offerings and experiences in both fuel and non-fuel retail for customers, driven by extensive public research and a follow-up to innovative market trends for retail cars.

The Astron Energy Marketing Head, Cambridge Mokonyane, added, “We are innovative and unlocking value for all our stakeholders and ensuring that our client experience is at the forefront of our new strategy to be the largest player in South Africa.”

“This is an opportunity once-in-a-generation to reimagine and reinvent ourselves, as an African energy company with a proud legacy and a very future,” said Braam Smit, Acting CEO of Astron Energy. ‘Astron Energy is deeply committed to Africa, its people and the continent’s development.’

Caltex’s Cape Town refinery, Durban’s lubricant factory, 15 terminals, 180 commercial and industrial sites and local corporate installations of its company, will be part of this rebuilding campaign.

The Caltex name is the portfolio with a star logo deriving from Texas’ state symbol of the two merging companies which formed California’s Standard Oil, and Texas Oil Company.

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