Caltex Australia announced in late December that it will be bringing Ampol back to forecourts across the country after it was retired almost 25 years ago.
The Australian Motorists Petrol Company, which later became Ampol, was founded in 1936. Ampol has also been part of the ethos of Caltex Australia since the two companies merged in 1995.
Identity update
The reinvigoration of the Ampol brand will include an identity update across the entire network.
The transition from the Caltex name to Ampol will occur over the next three years in a staged rollout. The first newly branded stores are expected to be rolled out this year.
Iconic and trusted
Managing Director and CEO of Caltex Australia Julian Segal says the announcement is a great opportunity for the company to bring back this iconic brand.
“Ampol is an iconic Australian name – a brand which reflects our deep Australian heritage and expertise,” he said.
“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 Ampol 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.”
