Iconic petrol station brand Caltex will disappear across the country and be replaced by

another institutional retail name Ampol after a license agreement was scrapped.
The petrol retailer announced to the stock market this morning that US oil giant Chevron
had terminated the service station chain’s access to the branding, forcing it to adopt the
previous name and logo.

The iconic branding was lost nearly 25 years ago.Source:News Corp Australia

Caltex Australia was borne after a merger between it and Ampol nearly 25 years ago but
the name conversion will begin in June and cost the publicly listed company about $165
million over three years.
The transition will include a marketing strategy to re-familiarise consumers with the retro
branding and result in a total savings of up to $20 million in licensing fees.
“Ampol is an iconic brand in Australia and reflects our deep Australian heritage and
expertise,” chief executive Julian Segal said in a statement released to the ASX.
“Our market research confirms that Ampol continues to be regarded as a high-quality and
trusted brand by Australian consumers and resonates across our key customer segments.
“The transition to Ampol supports our evolution into a growing regional fuels and
convenience business and will allow us to invest and build equity in a company-owned
brand as we continue the rollout of our retail strategy.”
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Aussies will need to get used to the massive brand change. Picture: Gosford Library Gostalgia.Source:Supplied

Caltex was created when the two merged in 1995.Source:News Corp Australia

Chevron sold its $4.6 billion half-share in Caltex Australia in 2015, but maintained the
licensing deal for use of the name.
The Ampol rebranding follows an announcement this month that Caltex Australia is
planning a $500 million capital raising and the sale of an initial 25 petrol stations for
$136 million, as it contends with an unsolicited approach from Canadian suitor
Alimentation Couche-Tard.
“We are proud of the high-quality products and services that we have safely and reliably
supplied to our valued retail and business customers for more than 100 years,” Mr Segal
said.
“This includes the work we have done in leading the introduction of advanced high-
quality premium fuels in Australia, and this product innovation will continue and
strengthen under the Ampol brand.”
Shares in Caltex Australia dipped 0.76 per cent to $33.91 after 10 minutes of trade on
Monday.
— with AAP