BP brings back the Amoco brand for its U.S. stations

BP announced yesterday that it will reintroduce its Amoco retail fuel brand, giving current BP marketers more growth options in select U.S. markets.

Last seen more than a decade ago in the U.S., the Amoco brand will be available to BP marketers as a complementary retail offering in cities where there could be additional growth opportunities. It also will help resolve local, competitive station conflicts in markets where there may already be one or more BP stations in close proximity.

“The reintroduction of the historic Amoco brand is an exciting step forward in BP’s U.S. retail growth strategy, and it clearly demonstrates our commitment to helping our branded marketers grow their businesses,” said Rick Altizer, senior vice president of sales and marketing for BP Fuels North America.

Amoco-branded stations will offer all of the same consumer loyalty programs as BP-branded retail sites, including BP Driver Rewards. They also will sell all grades of gasoline with BP’s proprietary additive, Invigorate.

BP expects to deliver an additional $1.4 billion in earnings growth from the fuels marketing business by 2021. In addition to the reintroduction of the Amoco brand, strategic partnerships with Marks and Spencer in the U.K. and REWE in Gerrmany support BP’s broader strategy of growing its differentiated fuels marketing business across the globe.

BP, which has 7,100 gas stations in the U.S., expects the first Amoco-branded stations to begin operating towards the end of 2017.