Fuel company Astron Energy unveiled its four-hundredth rebranded service station at La Roche, in Gqeberha, in the Eastern Cape, on November 22, marking the halfway point in its goal to transform over 800 sites nationwide.

The company notes in a media release that the rebrand from Caltex to Astron Energy, which began in 2022, is the biggest change in the South African fuel industry in three decades.

“Our four-hundredth rebranded station is a tremendous milestone. We’re reimagining the fuel experience across the country, and creating spaces that reflect the energy and pride of our communities. Each station brings us closer to becoming a brand that South Africans love and proudly call their own,” says Astron Energy CEO Thabiet Booley.

“Rebranding 400 sites has been no small task. It’s been a huge, complex project, and none of this would have been possible without our team’s hard work and commitment. We have set ourselves ambitious targets but always with the emphasis on maintaining the highest standards of safety and quality to ensure our customers have a seamless experience at each forecourt location,” adds Astron Energy retail, sales and marketing GM Farouk Farista.

The company says the impact of Astron Energy’s rebrand extends beyond its forecourts. To date, over 450 people have been employed to work on this project, contributing their skills and dedication to push the rebrand forward.

As part of its enterprise and supplier development initiative, Astron Energy says it has also empowered more than 30 local installation teams, providing training, resources and mentorship to help small and medium-sized businesses flourish.

“We’re thrilled to be part of Astron Energy’s journey and to bring this fresh look to our community. This rebrand is about the commitment to our customers, who can expect great service and a welcoming space every time they visit us,” says retailer at La Roche Amanda Killian.

“Our mission to become South Africa’s next biggest fuel brand is only possible because of the strong partnerships we’ve built with our teams, suppliers, and communities. Each rebranded station reflects the dedication and teamwork that are core to our purpose of securing our future, together,” adds Farista.

Looking ahead, the company says it is looking forward to the next milestone of 500 rebranded sites as the rebranding journey continues, with a strong commitment to growth and community.