Astron Energy, formerly known as Caltex, has unveiled its new brand identity and vision to become a leading African energy company. The company, which has a history of more than 100 years in SA, operates over 800 service stations, a crude oil refinery, and a lubricants plant. It also has a partnership with FreshStop, a convenience retail brand, and Standard Bank, a rewards programme provider.
The rebranding of Astron Energy comes after Chevron sold its majority stake in SA in 2018 to Glencore, a global mining and trading company. Since then, Astron Energy has been operating under a licence agreement with Chevron but has now decided to consolidate its operations under a single, distinctive brand.
The new brand identity features a bright orange and purple colour scheme, which reflects the company’s values of innovation, diversity, and excellence. The company’s logo, which resembles a star, symbolises its aspiration to be a shining light in the African energy sector.
The company’s CEO, Jonathan Molapo, said that the rebranding was a “milestone moment” for Astron Energy, as it aims to deliver shared value to its stakeholders, customers, and communities. He added that the company was committed to investing in the development of the country, its people, and its products.
According to a 2019 Economic Impact Assessment study, Astron Energy contributed R48bn to the GDP and created more than 72,000 jobs in SA. The company also invested R21m in youth empowerment, providing educational support to 250,000 learners and young people every year.
Astron Energy’s environmental responsibility is also evident in its use of recycled water at its Milnerton refinery in Cape Town, which is the only one of its kind in southwest SA. The refinery, which supports more than 5,000 direct and indirect jobs, produces petrol, diesel, jet fuel, liquefied petroleum gas, and a very low sulphur marine fuel that meets global environmental standards.
The company’s Durban lubricants plant produces innovative and specialised lubricants for industrial, commercial, and consumer markets. The company also offers premium petrol and diesel with the new Quartech Fuel 4-in-1 Technology, which improves the performance and efficiency of vehicles.
Astron Energy’s service stations also provide a range of non-fuel offerings, such as 24-hour shopping convenience, rewards points, and daily rewards. The company plans to launch more products and partnerships in the future, as it seeks to be an integral part of the everyday lives of South Africans.
Astron Energy’s rebranding is a sign of its confidence and ambition in the African energy market, which is expected to grow significantly in the coming years. According to the International Energy Agency, Africa’s energy demand will increase by 60% by 2040, driven by population growth, urbanisation, and economic development. Astron Energy hopes to be at the forefront of this growth, by providing reliable, affordable, and sustainable energy solutions to its customers.
Source: TimesLIVE
