Let’s talk about the LATEST rebrand happening currently in South Africa.

Lets talk about the largest rebrand fuel industry in South Africa  in the last three decades .

In 2023 , I saw Astron energy headquarters in Cape Town , it intrigued me . It’s was the first time I saw a company with orange and purple brand colours and I didn’t know what the brand was .  The hint that I saw it was a petrol station .

What is Astron energy is a new petrol station ? Astron energy is a rebrand from Caltex Petrol station . The decision to rebrand was a result Astron Energy's 2018 acquisition of Chevron SA and its subsequent exit from the Chevron group of companies. Since then, Astron Energy has been operating the Caltex brand under a license agreement. 

The rebrand of Astron Energy  includes rebranding the colour of Caltex to orange and purple and changing the name from Caltex to Astron Energy

The bold colours were incorporated in order to stand out from the competition.

In September 2022, Astron Energy began rebranding over 850 Caltex service stations in South Africa and Botswana. The rebrand is the biggest change in the South African fuel industry in three decades. 

The rebrand is part of Astron Energy's goal to become the number one player in the market. 

Currently , Engen is the first largest fuel station and astron energy is second .

Jobs and ownership of fuel stations would be unaffected by the rebrand. Astron Energy says the rebrand will help improve the customer experience and build on the success of the Ask Afrika Orange Index.

Good bye Caltex , Hello Astron Energy