Chevron to open 15-20 Caltex stations a year

KUALA LUMPUR: Chevron Malaysia Ltd wants to add between 15-20 Caltex petrol service stations annually to boost its market share, a senior executive said.

The company currently operates more than 420 service stations including six which were opened so far this year.

"We are looking at opening another nine by year-end and will focus on the Klang Valley region, as well as other hotspots," Chevron Malaysia marketing support manager Faizah Abdul Samad told a media briefing on the new brand campaign by Caltex here yesterday.

Chevron Malaysia - the Malaysian subsidiary of one of the world's leading energy companies, Chevron Corp, opened 18 Caltex stations in Peninsular Malaysia last year.

Faizah said with the new stations, Caltex's market share here could increase by 1 percent this year to 11 per cent.

"We have an aspiration to double our market share progressively in the future," she added.

Chevron products that are available in Malaysia include Caltex with Techron fuel and Caltex Diesel with Techron D, Havoline and Delo oils.

Chevron is reinvigorating the Caltex brand which has been around for 75 years to enhance its vibrancy and further strengthen the brand promise.

The new Caltex brand campaign and strategy involves a new tagline, "Enjoy the Journey" which replaces the 10-year-old "What Drives You".

This is in addition to enhancements to the visual features and environment of Caltex service stations.

The Caltex service station in Bandar Utama is the first to portray the new Caltex brand strategy with another 60 stations following suit in phases, and scheduled for completion by year-end.

"We will be taking two to three years to complete refurbishment to all the Caltex service stations nationwide," Faizah said.