Business
Caltex to Astron Energy: The Transformation of South Africa’s Fuel Landscape

Motorists across South Africa are witnessing a significant transformation as Caltex petrol stations are being rebranded to Astron Energy. The ambitious project, launched by Astron Energy—owned by Glencore—marks one of the largest rebranding initiatives in the country’s history.
The move follows Glencore’s acquisition of Chevron’s Southern African assets in 2017, including retail, manufacturing, and industrial supply operations in South Africa and Botswana.
A Swiss-South African Connection
Glencore’s ties to South Africa run deep, with its former CEO Ivan Glasenberg and current CEO Gary Nagle both hailing from the country. Their leadership has seen the company heavily invest in the region’s energy infrastructure, including the Milnerton refinery and an extensive network of petrol stations.
The rebranding effort consolidates operations under a single identity, with Astron Energy replacing the iconic Caltex star logo introduced in 1939.
A Massive Rebranding Milestone
Astron Energy’s first rebranded station debuted in Brooklyn, Cape Town, in September 2022. By November 2024, the company had surpassed the 400-site mark, with new-look stations now prominent in Limpopo, Amanzimtoti, and eThekwini.
Thabiet Booley, Astron Energy’s CEO, emphasized the brand’s commitment to creating a distinctive South African identity:
“Each rebranded station brings us closer to becoming a brand that South Africans love and proudly call their own.”
The rebranding involves 20 regional teams working simultaneously to transform 850 service stations across South Africa, emphasizing safety and quality in every project.
Beyond New Colours and Logos
Astron Energy’s transformation isn’t just cosmetic. In May 2024, the company renewed a 10-year partnership with FreshStop, South Africa’s leading forecourt retail brand.
FreshStop outlets, part of the Food Lover’s Market group, enhance the Astron Energy experience with offerings like:
- Seattle Coffee at 126 locations.
- Crispy Chicken at 154 stations.
- Grill-to-Go at 102 outlets.
- Fill A Kota and Manhattan Coffee, ensuring variety for on-the-go customers.
Astron Energy’s ambitious rebranding strategy is reshaping South Africa’s retail fuel landscape. As it continues to expand and innovate, the brand promises a modernized fuel station experience while paying homage to its Caltex roots.
For South African motorists, the new orange-and-purple forecourts symbolize more than a name change—they represent the evolution of a trusted legacy into a fresh, customer-centric era.
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