Caltex plans to expand Thai retail business

The company aims to expand its Caltex-brand service stations with a focus on quality locations such as strategic highways and key provinces nationwide.

The company will also continue to expand its cooperation with retail partners to enhance offerings and services for motorists. At the same time, it will work to reinforce brand awareness and broaden its reach with the younger customer base.

Country chairman and general manager for products, Salman Saadat, said the company is committed to enhancing its presence in Thailand by working with current retailers and new investors to add new Caltex branded service stations in Bangkok and other provinces to cater to demand and growth of the market.

In 2015, Chevron opened 23 new Caltex fuel service stations. This year, the company said it would continue its effort to expand Caltex service stations from nearly 370 existing sites, focusing on key locations such as strategic highways and key provinces to better serve the motorists and transportation sectors. It is also working on enhancing its service-station experience to make it more enjoyable so that motorists can look forward to visiting a Caltex site.

Refurbished forecourts are brighter and more attractive, with canopy lights providing drivers with a safer welcome at night. So far, nearly 200 Caltex fuel service station networks have been reimaged. "The focus for 2016 is to provide motorists with a one-stop exceptional experience each time they visit our stations.

"We aim to cater to the demand of motorists with a wider range of services such as convenience stores, food courts, coffee shops and eateries, car washes, auto fast fit, ATM, etc. Moreover, the company plans to further expand its cooperation with retail partners such as D’Oro Cafe, Family Mart, Black Canyon, etc., not only to provide additional revenue source for our service station partners but also enhance Caltex’s appeal to the public. We will also work on developing new partnerships to create more valued and impressive experience for the motorists when visiting Caltex stations. We target two to three new popular branded retail partners to come on board by the end of 2016," said Saadat.

Chevron Thailand Ltd is also tapping technology to reach out to a new generation of motorists.

He added that the company will tap "digital marketing" strategy through social network and online media in order to broaden our reach to cover new younger customer base.

Its "Caltex Thailand Facebook" has attracted more than 360,000 fan-page likes and its activities continue to gain overwhelming positive feedback from the visitors.

"We are proud that Caltex is ranked No 1 in the fuel service station category in "Thailand’s Most Social Power Brand 2015" survey conducted by BrandAge Magazine," he said.