Ampol scores partial win in Chevron brand stoush

09/06/21: AFR

Petrol and diesel supplier Ampol will be able to keep using red canopies at its rebranded petrol stations but will not be able to use the “StarCard” brand in some of its advertising under a court judgement that heats up the ongoing tensions in the fuels marketing sector with energy giant Chevron.

The branding stoush between Ampol – the former Caltex Australia – and its former half owner, launched last September, threatened to derail Ampol’s rebranding in Australia, which is in the middle of being rolled out.

Ampol, formerly Caltex, is rebranding its petrol stations to its new name. SMH

But Ampol said on Wednesday it will press ahead with the branding rollout, which CEO Matt Halliday said is due to complete by the end of 2022.

At the same time Chevron said the ruling does not affect its intention to start rebranding its Puma-named petrol stations to Caltex next year.

The dispute originates from Chevron’s move in December 2019 to terminate a licence agreement that let it use the Caltex name. Ampol, which changed its name from Caltex Australia last year, must cease using the Caltex name altogether by the end of 2022. Chevron will now relaunch Caltex in Australia after its surprise acquisition also in late 2019 of the Puma Australian network.