Multi-fuel distribution assets for the UAE

UAE

Ali Khalifa Bin Shaheen Al Shamsi, CEO of Emarat, talks to The Energy Year about enhancing the range of services offered through the company’s network of fuel distribution stations and the strategic importance of the Northern Emirates gas transmission system. Emarat is a public joint-stock company that markets and distributes petroleum products, natural gas, LPG and lubricants.

Can you provide an overview of Emarat’s performance and growth in the past year?
In 2024, Emarat continued its growth trajectory by expanding its retail network to more than 145 service stations across the UAE, with plans to increase that number further by the end of the year. Our key focus has been to drive growth and innovation throughout the entire business while supporting our talent – our most valuable asset. Emarat remains committed to operating according to the highest HSEQ standards.
We are driving top-line growth through market expansion and service innovation, and by optimising our sales and marketing efforts. Enhancing the customer experience is at the heart of our strategy. The launch of the Emcan loyalty programme allows us to tailor customer journeys and offer more personalised and rewarding experiences that improve overall satisfaction. We have also expanded into non-fuel retail, offering fresh coffee, bakery products and premium car services at our stations.
Our commercial fuel and lubricants portfolio continued to grow in 2024, providing industry-leading products to the industrial sector. Natural gas remains a core part of our business, supporting the nation’s clean energy shift. As global demand for natural gas increases due to its environmental benefits, Emarat is expanding its production capabilities and infrastructure to meet this growing demand.
Emarat also maintains a strong presence in the aviation fuel sector, serving clients at both Dubai and Al Maktoum airports and expanding its customer base to include more cargo clients.
We continue to operate state-of-the-art storage and distribution facilities in Jebel Ali and Fujairah, ensuring efficient fuel management across the UAE, and we support a wide range of industries through the supply of bulk LPG.

How important is the Project Landmark initiative for Emarat’s growth strategy?
Project Landmark is a major milestone in our journey toward innovation and excellence. It introduces the world’s first naming rights for fuel stations, transforming them into communication platforms and canvasses for brands and partners. This project opens the door to future collaborations aimed at reshaping urban landscapes and enhancing our service offerings.

What are the key opportunities that you see in the UAE’s energy transition process?
We are excited about the evolving energy landscape, especially the shift towards cleaner energy. Emarat’s gas business is strategically positioned to capitalise on this trend by delivering clean energy solutions to meet increasing demand. We are also expanding our EV [electric vehicle] charging infrastructure, setting a bold target to accommodate state-of-the-art fast chargers at forty stations, ensuring comprehensive coverage for electric vehicles.
One of the key trends in the fuel retail sector is the rising demand for EV charging solutions. Emarat has begun installing EV charging stations across its network to meet this need. Additionally, we are heavily investing in digitalisation to create a seamless customer experience, highlighted by our award-winning Emcan loyalty programme.
As part of our sustainability efforts, Emarat has integrated solar energy panels at selected stations, with plans to expand this initiative across our network.

What is the strategic significance of Emarat’s Northern Emirates gas transmission system?
Emarat’s natural gas transmission system plays a vital role in the UAE’s energy industry. It is the largest natural gas transmission system in the Northern Emirates, with a pipeline network of more than 330 kilometres distributed all over the region. We are expanding it to increase capacity and meet growing demand, and investing in advanced monitoring technologies to improve efficiency and safety. Meanwhile, partnerships with other energy stakeholders are bringing operational synergies.

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