Motorists of a certain vintage will remember the name Ampol well, but it’s a name that’s about to become more familiar to the next generation as well, with Caltex announcing a three-year staged rebrand back to the iconic name and the opening of its first Queensland store in 25 years.
Managing Director and chief executive of Caltex Australia, Julian Segal, said Thursday’s announcement was a great opportunity for the company to bring back a brand that is still trusted by Australians of all ages.
“Ampol is an iconic Australian name – a brand which reflects our deep Australian heritage and expertise,” said Mr Segal.
The first rebranded Caltex in the state has just been opened at Redbank Plains, with all Caltex Australia service stations, 1900 in total, including 400 in Queensland, to convert to the name by the end of 2022.
Joanne Taylor, Executive General Manager, Retail, Brand and Culture, said that while the revitalised Ampol looks a bit different to the Ampol of yesterday, the company’s values and proposition for customers remain the same.
“Ampol remains a proud Australian company and customers can expect the same great customer service and high-quality products when they step into Ampol stores, underpinned by our market-leading infrastructure and networks and commitment to playing a positive role in local economies and communities.
“The Redbank Plains site also brings to life our drive to be world-class in everything we do and celebrate the best of our convenience offering through the Foodary and our unparalleled experience with premium fuels through our Amplify range.
“We know all our customers are excited by Ampol’s return and we look forward to welcoming Queenslanders back onto Ampol forecourts as we roll out the new brand across the state,” Joanne said.
Ampol has a rich history in Queensland, with Brisbane being the home of the company’s Lytton refinery that came online in 1965.
Caltex Australia and Ampol merged in 1995.