Astron Energy Marks 100th Site As Rebrand Project Gains Momentum
Astron Energy Marks 100th Site As Rebrand Project Gains Momentum. Astron Energy has marked the rebrand of its 100th service station as part of the fuel company’s mammoth project to rebrand its network from Caltex to Astron Energy.
The company’s 100th service station is Astron Energy Greenways in Strand, Western Cape. Astron Energy is set to reach over 200 sites by the end of this year. This will place the new Astron Energy-branded service station footprint ahead of several other smaller fuel brands that have been around for longer.
Astron Energy CEO Thabiet Booley said: “We are very pleased with our progress so far, which has seen a healthy mix of highway, metro and rural sites being rebranded as we introduce the Astron Energy brand to the country and the consumer public.” Astron Energy launched its massive project to rebrand over 850 Caltex service stations in August last year. The rebrand from Caltex to Astron Energy is the biggest change in the South African fuel industry in three decades.
According to Astron Energy, the rebrand project is catching the attention of consumers, stakeholders and the broader public as more and more retail sites are rebranded in the company’s vibrant new and easily recognizable orange and purple corporate colours.
“We have received a huge amount of interest, not only from the public, but also from potential investors and retailers who see the huge potential in something fresh, exciting and rewarding to the market,” Booley added. Astron Energy Devon Place, on the R304 just outside Stellenbosch, is one of the company’s more recently branded sites in the Western Cape and is also being refurbished with a new Spar complex.
Retailer Chris Janeke said: “The new brand really stands out from the rest of the market and elevates our site in terms of freshness and the promise of what is on offer.” General Manager Retail Sales and Marketing for Astron Energy, Farouk Farista, said there was tangible excitement and interest on the ground every time a site was rebranded.
“We are doing this site by site, and almost weekly introducing our new brand and offerings to customers, including our exciting instant Rewards programme, to a new audience and communities around the country,” Farista added. “It is fresh. It is exciting. We are painting the landscape with vibrant orange and purple.”
