Australian brand Ampol replaces Caltex on service station forecourts

THE ICONIC AUSTRALIAN Ampol brand is officially back on Queensland forecourts, with the opening of the first revitalised Ampol store in Redbank Plains.

A company spokesperson said the Ampol service station and store opening marked "an important step in the future of the company, showcasing its high-quality fuels and convenience retail offering to Queenslanders under the Ampol brand for the very first time".

The reversion to the original Australian Ampol brand was brought about after Chevron, the US company that had licenced use of the Caltex trademarked brand in Australia, withdrew the agreement for Australian use when the arrangement concludes towards the end of 2022. 

Joanne Taylor, executive general manager for retail and brand 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," Ms Taylor said.

“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."

Ampol has a rich history in Queensland, with Brisbane being the home of the company’s Lytton refinery that came online in 1965.

The new Redbank Plains site, which sees the brand back in Queensland for the first time in 25 years, combines Ampol’s shop format, Foodary, with its new Amplify premium fuels to provide a one-stop shop that meets all the fuel and convenience needs of customers," Ms Taylor said.

Ampol has been designing and formulating fuels for the Australian market since 1900. The latest Amplify range draws on 120 years of experience and its ongoing focus on the latest global technology "to deliver performance fuels that clean and protect engines and allow customers to get the most out of every tank". 

The opening of Redbank Plains marks the beginning of a state-wide roll out, which will see more than 400 sites rebranded over the next two years, and 1,900 across the entire country, with the project to complete at the end of 2022.


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