Well-known Caltex brand being repositioned as Astron Energy

“The rebrand is a milestone moment for us on our journey to reimagine and reinvent ourselves. We have been a trusted player in fuels for over a century,” said Astron Energy Interim CEO, Braam Smit.

“We are looking forward to stepping confidently into the future and welcoming all our customers to our exciting new-look forecourts and experiences.”

Rejuvenating the overall customer experience

The brand change will also see service stations place careful emphasis on the basics, including bathroom facilities and lighting, as part of rejuvenating the overall customer experience.

“A significant change to our motoring or fuel landscape comes around once every few decades and this is really something to be excited about as we look forward to the first forecourt rebrand in the new year,” General Manager for Marketing, Cambridge Mokanyane, said.

The name change and rebrand follows the 2018 change of ownership of Astron Energy and its exit from the Chevron group of companies. Since then, Astron Energy has been operating the Caltex brand under a licence agreement. The new corporate brand identity now sees all operations consolidated under a single, unifying brand.

Superunion Africa has been handed the challenge of looking after the repositioning and rebranding strategy.

“Identifying ‘stagnation’ as the brand’s enemy, we committed to imbuing all elements of the Astron Energy brand with a fresh, new energy aimed at inspiring and fuelling progress in our fast-changing world,” Superunion Africa explained in its own statement.

“Unifying around the idea of ‘New times, New energy,’ we envisaged a welcoming, genuine, and optimistic energy brand, endeavouring to simplify and streamline the lives of all their customers, be it a corporate CEO managing teams of vehicles across the country, or a mom dropping her kids off at school in the morning.”