Chevron to revive Caltex brand for Puma network

The Caltex brand is set to be revived in Australia by its original owner Chevron once the exclusive deal held by the petrol and diesel supplier now known as Ampol comes to an end.

Chevron has confirmed it intends to use the Caltex name at the Puma Energy network of petrol stations it acquired in Australia in a surprise $425 million deal struck in December.

Puma, which was one of the country’s largest independent fuel retail chains, owns a network of about 360 retail fuel sites around Australia, 222 shops and dozens of cafes and truck stops.

While Chevron said in December it would “evaluate all options” for the branding of the Puma network, chief financial officer Pierre Breber made it clear to investors in the US on Friday the decision had been made.

“These assets will integrate with our refining and marketing value chain in Asia Pacific and extend the valued Caltex brand in the region,” Mr Breber said in the course of an investor update to explain a shock $US8.3 billion ($11.5 billion) loss for the second quarter.

Ampol, the country’s biggest fuels refiner and supplier, changed its name from Caltex Australia in May after Chevron gave notice it would withdraw its licence to use the Caltex name in Australia. The rebrand of 2000 Caltex sites to Ampol, to take place within three years, adds to the upheaval taking place in the sector that also includes UK-based EG Group rebranding the Woolworths network it acquired to its Euro Garages, or EG name.

A Chevron spokesman in Perth said that for the time being, the company would continue to operate its retail service station network in Australia under the Puma brand.

“As we complete Chevron’s current brand licensing commitments in Australia, we look forward to extending the Caltex family of brands across Australia,” he said.

Extracted from AFR

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