Caltex Australia set to rebrand as Ampol
Caltex Australia has announced that it will revive the Ampol brand which was retired 25 years ago. The decision comes in the wake of the licence for Caltex set to expire after the US oil company Chevron, which owns the brand, sold its 50% stake in the Australia operation in 2015.
Caltex Australia reportedly spent 18 months negotiating with Chevron, before finally deciding to go back to the Ampol brand. Formerly known as The Australian Motorists Petrol Company, Ampol was founded in 1936. The brand ceased to exist in 1995 after a merger with Caltex Australia.
The first stores with the revitalised branding will launch in 2020, while the entire transition from Caltex to Ampol is expected to take three years. The revival will also include an update to the brand’s identity.
Speaking of the decision to bring the brand back, Julian Segal, managing director and CEO, Caltex Australia said: “Ampol is an iconic Australian name – a brand which reflects our deep Australian heritage and expertise.
“Our market research confirmed that Ampol continues to be regarded as a trusted brand by Australian consumers – even those who weren’t born when the brand was retired. Our decision to bring it back reflects the focus we still have today on our heritage of friendly and efficient service, high-quality Australian-made products and being part of the local community.
“Many of our employees and customers still have strong memories of what Ampol stood for in Australia. It’s a brand that our people, partners and customers can be proud to be part of helping to recreate and revitalise and it remains a perfect fit for the modern company we are today.
“Transitioning to an Australian-owned brand will give us the freedom and independence to evolve here in Australia. Everything else about our business remains the same – including the development and delivery of high-quality premium fuels to all of our customers.”
