Caltex rolls out ‘Smart Value for All’ growth vision

Corporate March 20, 2018 16:28

By The Nation

Chevron (Thailand), local marketer of the Caltex brand, has announced an ambitious investment plan to accelerate growth and strengthen its network in Thailand, where it aims to add 50 service stations in each of the next four years.



The company on Tuesday launched the “Smart Value for All” four-year growth vision with significant investment, which marks a step change in its evolution toward becoming “Smart” and sets out its ambitions and priorities.

“In developing the vision for growth, the company invested in a study to understand our consumers and translate their insights into our compelling vision and strategies. The vision is also in response to the changing social trend and the government’s ‘Technology 4.0’ initiative to promote and transform Thailand into a cashless society,” said Salman Saadat, country chairman and general manager-products at Chevron (Thailand).

“Now as we look to the future, we have set an ambitious growth target during 2018-2021. In order to achieve our growth vision, we have identified several key areas to transform our future growth and further strengthen our network presence in Thailand, including Smart Station, Smart Services, Smart Platform and Smart Partnership, and Smart Product,” he explained.

With regard to “Smart Station”, the biggest portion of investment will be allocated to expanding Chevron’s retail network and developing a new design for its service stations. 

The company plans to add 50 sites per year through 2021, which will bring the total to over 575 stations nationwide, with a focus on strategic location selection, the country chairman said. 

It is working to finalise the new Caltex service-station design, which will integrate consumers’ needs, value and location of the service station into the design elements. 

This will apply to both new stations and, gradually, to existing stations. 

Chevron expects to launch a new flagship service station in the fourth quarter of this year, he added.