Pemex relaunches franchise line

Mexican NOC Pemex relaunched its petrol franchise business on Wednesday in an effort to improve its product and services offering, and bolster the Pemex brand in the face of new competition in the market.

Speaking at an inaugural event in Mexico City, company CEO José Antonio González Anaya told the audience that Pemex’s goal is to redefine partnerships with franchise owners and contribute to the diversity of Mexico’s recently opened fuel retail market.

“We are interested in having more franchises, we are interested in having more petrol stations, we are interested in selling more and competing against all the others,” González Anaya said. “Pemex will be committed to having the most competitive prices, and due to the fact that we have production in Mexico and infrastructure in Mexico, we will be able to commit ourselves to providing the best price conditions.”

Moreover, Pemex will make it easier and faster to become a franchise owner, and the NOC will offer a variety of marketing and training programmes to franchise operators. The company will also launch a variety of association schemes for sellers of its branded products.

Carlos Murrieta, the CEO of Pemex’s refining arm, Pemex Transformación Industrial, also spoke at the event, pointing out that the relaunch of the Pemex brand will allow the company to improve fuel quality and better adapt to the needs of service stations and customers.

According to a statement put out by the company, the brand transformation will occur in three stages, with those in Mexico City, Guadalajara and Monterrey starting first. The second phase in January will include stations in nearly 50 urban municipalities and heavy-use areas along major highways, and the final stage, scheduled for June 2018, will involve rural stations.