Caltex has almost disappeared from South Africa’s streets as the company’s rebranding nears its completion.
The company’s forecourts are being rebranded to Astron Energy, trading their familiar red-and-blue colours for a new orange-and-purple aesthetic.
This process has been going on since 2022, and Astron recently announced that it has completed its 700th location – a station in Villiersdorp.
This rebranding marks one of the largest transformations in South Africa’s fuel industry over the last 30 years.
Astron Energy is responsible for over 800 petrol stations, making it the second largest petroleum retailer in the country.
The rebranding of the Villiersdorp site means that almost 90% of the Caltex garages have been converted.
“As we near completion, our focus remains on maintaining the highest safety and quality standards, while delivering a seamless and consistent customer experience across our network,” said John Bailey, Retail and Marketing General Manager at Astron Energy.
The company stated that it is on its way to realizing its goal of becoming South Africa’s leading fuel retailer.
Caltex on its way out
In 2017, the petroleum company Glencore entered South Africa’s fuel retailer landscape, acquiring Chevron Southern Africa’s assets for $1 billion.
The acquisition added the Caltex brand to Glencore’s portfolio, effectively handing the keys over to one of the country’s largest fuel retailer networks.
Astron Energy was introduced in 2018, operating under the Caltex brand as part of a licence agreement.
However, Astron later decided to consolidate its operations into a single brand, launching its nationwide transformation programme in 2022.
Glencore’s decision to enter the South African market was largely motivated by Chevron’s oil refinery in Milnerton, Cape Town.
The refinery, which has been around since 1966, can produce up to 100,000 barrels of refined fuel products per day, including petrol, diesel, jet fuel and liquefied gas.
It supplies fuel for the local market while also producing a surplus for export to neighbouring countries.
The site is now owned by Astron Energy and has been in operation since 2023, following a temporary shutdown period for repairs and upgrades.
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