Bangkok, September 17, 2019 – Chevron (Thailand) Limited, marketer of the Caltex brand, is aggressively growing and strengthening its Thailand’s retail fuel network by investing six billion Baht during 2018 to 2021 to progress their “Smart Value for All” Growth Strategy. The company today unveils its first flagship “Caltex Smart Station”, Caltex Hitech Petch Prathep, on Pran Nok – Phutthamonthon Road, Talingchan, Bangkok.
The opening of the station reinforces Chevron’s growth plans for Caltex in Thailand. Mr. Salman Saadat, Country Chairman and General Manager-Products, Chevron (Thailand) Limited said, “The company has set out to transform its future growth and further strengthen its network presence in Thailand under several key strategies including Smart Station, Smart Service, Smart Digital Platform, Smart Partnership, and Smart Product. It also continues to expand the Caltex service station network and reinforce its business and partnerships in Thailand. The company has recently opened “Caltex Smart Station” which is the first new flagship fuel service station model in Thailand to add value and enhance the motorists’ experience.”
Caltex Hitech Petch Prathep is the first “Caltex Smart Station” with eye-catching “Smart” design elements including new modern design, traffic board, directional floor paint and digital monitors, all intended to provide motorists with easy in and out and information while re-fueling. Green spaces have also been integrated into the design with an outdoor garden seating area for customers to enjoy a cool, relaxing rest. Other flagship stations are under construction with several expected to open within the 4th quarter of this year including ones at Porto Go Tha Chin on Rama 2 road and JAS Amata. Chevron (Thailand) Limited targets to add a total of 50 new fuel service stations in 2019, and all new stations opened will have the updated “Smart” design.
Mr. Saadat added that Chevron remains committed to offering excellent products and services. “Our focus on “Smart Product” will continue to center around Caltex with Techron®. Caltex fuel with Techron® has proven “Drive Longer” value and a new world record. The company organized “Caltex VR Drive” campaign inviting motorists nationwide to prove that Caltex with Techron® gives your car the extra miles with enhanced engine protection, improved fuel economy and maximized power. In addition, Caltex with Techron® recently powered a car up a 1,000-meter ascent in record time, setting a new GUINNESS WORLD RECORDS™ title for the Fastest ascent of Doi Chang mountain.”
In alignment with “Thailand 4.0” policy, Caltex is also investing in “Smart Digital Platform” to enable the convenience of quick payment through technology and provide consumers with fast, convenient, transparent, and secure service. A payment system with wireless electronic capture (Wireless EDC) has been launched throughout its network. Caltex is the first fuel retail brand in Thailand to offer payment system service with wireless EDC at its nationwide network. In addition, CaltexGo, its mobile application for payment and loyalty programs has been piloted under “Family and Friends” project since May 2019 to confirm readiness for expansion.
Another core pillar of its “Smart Value for All” vision is “Smart Partnership” which will provide customers with a one-stop exceptional experience each time they visit its stations. The company will continue to enhance offerings to consumers with strong retail partnerships such as Starbucks, KFC, Burger King, Mini Big C, Family Mart, Wasched, J Wash automatic car wash, car services, SUN108 and other vending machine partners, etc. which are co-located in many of its new sites. In addition, Chevron partnered with Gloria Jean’s to launch “EXPRESSO by Gloria Jean’s” which was exclusively developed for Caltex. It has already opened six branches and will continue to add more outlets in 2019 to provide customers with an exceptional coffee taste and experience, leveraging Gloria Jean’s international experience.
“As service experience is extremely important to our customers, executing our “Smart Service” initiative is one of our priorities,” elaborated Mr. Saadat, “Consumers will experience friendly and speedy service, as a result of our station attendants’ focus on how to care for our consumers. At the same time, we have also introduced new outstanding uniforms for station attendants to reflect our “Smart” design look. Consumers will also experience new and modern restrooms at our new stations, with premium designs at our flagship stations. We will also be renovating our existing network restrooms for more convenience and cleanliness.”
“We have progressed many exciting elements of our “Smart Value for All” growth strategy to provide our customers with improved site experience and offerings. We continue to grow our network, including several flagship sites, and are confident that we will be able to drive Caltex’s growth in Thailand!”, concluded Mr. Saadat.