First new stores open in Ampol brand relaunch

As part of the legacy brand’s relaunch in Australia, the first two rebadged retail sites have opened with more to come

The first rebranded Ampol sites have been unveiled in two Sydney locations, with both fuel and convenience retail offerings, as part of the brand’s Australian relaunch.

The site openings mark the beginning of a national rollout of the Ampol brand across Australia, which will see over 1900 sites updated with Ampol branding over the next two years. Customers in Melbourne, Perth and Brisbane will see Ampol sites pop up in coming months as the first 24 sites are rebranded by the end of 2020.

The relaunch, first announced in December last year, came after US-based Chevron terminated the licensing agreement for the Caltex brand with the Australian operation. As part of its plans to bring the iconic brand back to Australia, the new Ampol logo was launched earlier in the year. The logo takes its cues from key elements of the more than 80-year old heritage Ampol brand, including the original red and blue bands, and is designed to capitalise on the organisation’s local history.

Ampol MD and CEO, Matthew Halliday, said that while the revitalised Ampol looks a bit different to the Ampol of yesterday, the Australian company’s values and proposition for customers remain the same.

“Customers can expect the same great customer service and high-quality products when they step into these stores, underpinned by our market-leading infrastructure and networks and commitment to playing a positive role in local economies and communities,” said Halliday.

The first new Ampol stores, in Concord and Granville, are a nod to the company’s history in Sydney. The Australian Motorists Petrol company, which later became Ampol, was founded in a Sydney lawyer’s office in 1936 and the first Ampol retail site was opened in Mosman in 1952. Ampol also owned a terminal and storage facility at White Bay on Sydney Harbour, with the first oil delivery being received in 1937.

The company said it has been designing and formulating fuels for the Australian market since 1900, and the latest Amplify range draws on 120 years of experience and ongoing focus on the latest global technology to deliver performance fuels that clean and protect engines and allow customers to get more from every tank.  

“We look forward to welcoming Australians back onto Ampol forecourts as we roll out the new brand across the country,” Halliday said.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.  

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