Shell service station customers who want to buy lubricants will now be offered the Total brand.
Rubis Energy acquired the Shell stations and plans to rebrand, but the Shell lubricants business is owned by the Sol Group, through local subsidiary Sol Petroleum Jamaica Limited.
"We will not be selling Shell-branded lubricants," said Raymond Samuels, retail manager for Rubis Energy Jamaica. "We sell the Total branded lubricants for both the retail and industrial markets."
Rubis acquired a temporary licence to the Shell brand when it bought the 53 Shell-branded stations from The Antilles Group earlier this year. The rebranding will start during the first quarter of 2014.
"We never had the right to Shell lubricants. We bought the fuel business. The previous company had both, but Shell decided to sell the lubricants to Sol," said Samuels.
Total's lubricants will now be available at more than 100 service stations, including the 52 Total-branded service stations and the 53 owned by Rubis.
Shell lubricants are still on the shelves at Shell stations because "some dealers bought the lubricants months ago," Samuels told Wednesday Business.
"We are in transition," he said.
Rubis Energy and Sol Group are regional competitors.
Rubis Jamaica has shuttered one Shell station on Waterloo Road, which is currently undergoing some construction work, but Samuels said the project is independent of the rebranding exercise, as it may or may not retain its Shell brand.
"We are currently evaluating our options on that," Samuels said.
Rubis controls under 30 per cent of the retail petroleum market in Jamaica.
"Our estimate is about 27 to 28 per cent of the market, but we are looking to fine-tune how we collect that data," Samuels said.
Rubis Energy Jamaica reports to Rubis Caribbean based in Barbados. Outside of Jamaica, the company has 68 stations in the region, according to its website, with two in St Kitts, four in St Vincent, seven in Antigua, eight in Guyana, nine in Dominica, 12 in Barbados, 12 in Grenada, and 14 in St Lucia.
With 53 stations, Jamaica is by far its largest market.