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.  

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Anyone can become a victim of the sophisticated schemes set up by these scam websites. It's not about being smart; I don't consider mysel...

Mathieu Lecompte

ACCC takes Meta to court over scam cryptocurrency advertising

Read more

Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne

Rajat Kumar

Why flipping Status Quo Bias is the key to B2B marketing success

Read more

good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.

Tom Devid

Report: 4 ways to generate customer loyalty

Read more

Great post, thanks for sharing such a informative content.

CodeWare Limited

APAC software company brings on first VP of growth

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

Blog Posts

​Why we need to look at the whole brand puzzle, not just play with the pieces

Creating meaningful brands should be a holistic and considered process. However, all too frequently it’s one that is disparate and reactive, where one objective is prioritized at the expense of all others. So, what are the key pieces to the ‘good’ brand puzzle?

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

Sign in