BUSINESS STRATEGY

Caltex brand makes a return to the Namibian market after long absence

By our African Marketing Confederation News Team | 2025

First stage of a planned brand rollout across the country commences with the opening of a service station in Windhoek.

Namibia-based Bachmus Oil and Fuel Supplies has officially unveiled the country’s first Caltex-branded service station in many years.

Situated in Windhoek’s Southern Industrial area, it marks the return of the globally recognised Caltex brand to Namibian roads after an absence of 13 years. It first entered Namibia in 1998.

The new Caltex service station in Windhoek: Photo: Bachmus

Caltex is a petroleum brand name used in the Asia-Pacific region, the Middle East, and Southern Africa. It is part of the global Chevron group of energy companies.

The Windhoek re-launch event was attended by senior executives from Bachmus, Chevron, industry leaders and local dignitaries.

“This is a proud and historic moment for Bachmus,” said Corne Schalkwyk, Managing Director of Bachmus, speaking at the event.

“The Caltex brand holds a special place in the hearts of Namibians, and we are honoured to lead its return — not just as a symbol, but as a promise of consistent quality, superior service and local empowerment.”

Schalkwyk added that Bachmus planned to roll out more Caltex-branded service stations across Namibia.

The Windhoek site offers Caltex with Techron, a premium fuel, as well as access to Caltex-branded lubricants and modern convenience retail offerings.

Danielle Lincoln, Vice President of Chevron International Products, expressed enthusiasm about the collaboration.

“We are proud to partner with Bachmus in bringing the Caltex brand back to Namibia. Chevron is committed to delivering superior quality and reliable energy solutions to Namibian motorists. By leveraging the strength of the Caltex brand, our objective is to position Caltex as a leading and trusted name in fuel solutions within the region,” Lincoln said during the relaunch event.

Several major fuel brands operate in Namibia – including Shell, Engen and Puma Energy.

Bachmus Oil & Fuel Supplies was established in 1994 and specialises in the supply of lubricants, oils and hydraulics to various industry sectors in Namibia.

Close-up of two people shaking hands in a business context.

Africa declares a new standard for its communications profession

For too long, the PR landscape has had no shared standard for who practises in it or what responsibility they carry, founders say.

Woman in a plaid jacket waves at a smartphone on a tripod while filming in a bright kitchen with food on the table behind her

Researchers find a new way to enhance social media influencer messaging

By carefully selecting followers to engage with an influencer’s post, marketers can significantly increase the post’s spread.

Beige off-road pickup truck parked on a dirt trail with rocky hills and pine trees in the background

Watchdog instructs auto brand to remove or amend TV ad campaign

SA’s Advertising Regulatory Board finds Kia advertisement could be offensive to people with certain health disorders.

Person wearing blue over-ear headphones at a desk with multiple monitors showing digital graphics, focused on work.

The gap between AI’s efficiency promises and marketing reality

Global study finds AI is helping marketers produce more – but is not creating the time and creative space they expected.

Aerial view of a coastal city with tall skyscrapers, dense low-rise blocks, and a distant shoreline on the horizon.

Number of African megacities to increase from three to 17 by 2050

Urban Africa will double its footprint, adding the equivalent of more than 4,000 Manhattans or almost 400 Singapores, The Economist reports.

Portrait of a smiling older man with gray hair and rectangular glasses wearing a white shirt, facing the camera.

Nigeria’s Hyper City appoints CEO with strong Carrefour background

Luc Demez brings experience from Europe and African countries as the Carrefour brand looks to expand into Nigeria with a local partner.

Smiling woman in a lime green tank top pushes a shopping cart down a grocery store aisle.

Cracking the Africa Code: The functional path to market leadership

What makes brands successful in Africa? A summary of the award-winning paper presented at Esomar’s first conference in Africa.

Cartoon smartphone wearing a chef’s hat, displaying a recipe card with a plate of food and the word RECIPES on an orange background.

‘What’s for dinner tonight, mom?’ Woolies’ AI chef may have the answer

Woolworths supermarket chain embraces an AI-powered chef as it leverages two decades of recipes to answer an age-old family question.

White athletic sneakers resting on a basketball on a dirt path with autumn leaves in the background.

Demand for sportswear is sprinting ahead of the wider apparel market

Consumers are prioritising their wellness despite tighter wallets, meaning sportswear remains one of the most resilient areas of fashion.

A scene from the 2025 AMC Awards in Ghana

Deadline looms for African marketing and supply chain awards

Nominations for the 2026 African Marketing Confederation and African Supply Chain Confederation awards close on 31 July.

Researchers study why negative brand news fails to deter some customers

Consumers may stick with troubled brands because their emotional attachment overrides the perceived risk, study finds.

Rozanne