The rebranding of Ampol from Caltex has begun in Adelaide, signalling a return after a 25-year absence of the company founded in Australia in 1937.
The first new Ampol was revealed in Holden Hill, the change in name forced by US oil company Chevron terminating the licensing agreement allowing the use of the Caltex name.
Around 1900 Caltex sites in Australia will become Ampol, 170 in SA.
Ampol executive general manger, retail Joanne Taylor, said modern logo branding would make the new Ampol look different to the Ampol of yesteryear, but the company’s values remained the same.
“Ampol remains a proud Australian company and customers can expect the same great customer service and high-quality products when they step into Ampol stores,’’ she said.
Ampol first began in Adelaide in 1946, the acronym standing for the Australian Motorists Petrol Company.
“We know all our customers are excited by Ampol’s return and we look forward to welcoming South Australians back onto Ampol forecourts as we roll out the new brand across the state,” Ms Taylor said.
Ampol gained a strong following in Australia during the 1980s with advertisements appealing to the national spirit, featuring outback and road trip scenes as a backdrop to the jingle “I’m as Australian as Ampol”.
The Ampol name was phased out in Australia after a merger with Caltex in 1995, but market research showed it still had strong recognition in the country, so was chosen when the Chevron switch was inevitable.
extracted from Adelaide Now