Arco celebrates it’s BP’S AMOCO BRAND IS BACK
100th fuel station in
Andeavor, owner of ARCO, celebrated its first year
of operation in Mexico with the opening of its
100th fuel station.
The company has also gained contracts for the
transport and storage of Pemex products and has
also signed a deal with CFEnergía to build a fuel
terminal in Rosarito, Baja California.
At the launch of the 100th site, Keith Casey, executive
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Oil-and-gas giant BP doused the familiar red, white
and blue brand shortly after purchasing Amoco 20
years ago, and the signage gradually disappeared
as gas stations converted to BP’s green and
yellow. But now, as it attempts to grow its share in
crowded markets, BP is reviving Amoco’s colors
The first Amoco gas station to be constructed
in more than 16 years will open in November in
The number of BP-owned gas stations has
shrunk from 16,000 in 2000 to 7,200 today. Instead
of running all those properties as it once did,
the company sells fuel to middlemen known as
“jobbers,” who then sell to gas stations.
But when BP-branded stations are clustered too
closely, dealer contracts restrict jobbers from supplying
them all, which, in turn, limits BP’s presence.
Amoco-branded outlets get around this restriction.
“We wanted our best customers to have the
opportunity to grow with BP, even in marketplaces
where it’s fairly dense,” sais Rick Altizer, senior VP
for fuels, North American sales and marketing.
“You just don’t want too many BPs in one area.”
London-based BP acquired Amoco in 1998
saying it planned to keep the torch, then reversed
course 18 months later as it chased worldwide
brand recognition akin to Coca-Cola’s.
The notion of reviving the Amoco torch was
floated in 2010 following widespread public
criticism after the company’s oil spill in the Gulf of
Mexico. Serious talks began within the company
in spring 2017, with CEO Bob Dudley, himself an
Amoco alum, signing off later that year.
Market research showed consumers remained
aware of the brand, and “there is a lot of nostalgia,”
says Jo Brecknock, director of brand and communications.
Buyers can shop for vintage Amoco
products on eBay and millennials described the
brand using words like ‘fresh’, ‘safe’ and ‘well-lit.’
vice president of Andeavor, highlighted the
logistics capacity of the North American company.
Unlike most new entrants in the domestic market,
Andeavor imports its own fuel from its refineries
on the West Coast of the United States by tanker
vessels to the Rosarito and Guaymas terminals;
to be later distributed through the Profuels truck
network that takes the fuel to the respective Arco
service stations in northwestern Mexico and to
other customers in the same region.
Andeavor is a marketing, logistics and refining
company. Its retail marketing system includes
more than 3,300 commercial stores selling fuel
under multiple brands including Arco, Super.america,
Shell, Exxon, Mobil, Tesoro, USA Gasoline and
Giant. It also owns Andeavor Logistics LP.
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