The new fuel has been sold in the US for 30 years. Thailand is the first country in Asia to sell it.

Techron is a special petrol that contains compounds that effectively clean deposits in critical parts of a car's engine such as fuel injectors and intake valves. The company promises better combustion and energy saving with the fuel.

Because many motorists are expected to buy it, the firm is "optimistic there'll be growth", he said.

"We aim to be the No 1 player in Thailand's gasoline market," said Ralph Perry, Caltex country chairman.

With an 8-per-cent share of the local market, Caltex ranks fourth among retailers. PTT Plc controls the lion's share of the market.

Caltex is a Chevron retailing unit of, which through its takeover of Unocal's business in Thailand, became the country's largest producer of oil and natural gas.

Caltex has set aside more than Bt100 million to market Techron, atop a Bt4-billion programme it launched two years ago to improve services at its stations.

Perry said Caltex did not have a fixed forecast about how the new fuel would boost its market share.

 Techron will be sold at the same price as Octane-91 and Octane-95 and Gasohol 95. Fierce competition won't allow the company to sell its fuels at prices that are higher than its peers.

Despite reports of lower petrol consumption as oil prices surge, Perry considered Thailand a market worth investing in.

Caltex recorded higher sales in the past few years despite not adding to the 435 stations that it operates. It has no plans to open more. Instead its hopes the new fuel and improved service will spur growth.

In all there are 19,000 petrol stations around the country.

But stiff competition led to a net loss last year as its profit margin shrank to 50-60 satang per litre.

Perry hopes the margin will increase to Bt1 per litre this year.

He also said he expected a positive performance this year though consumption should stay flat.

Achara Deboonme

The Nation