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Rubis rebrands with digital price signs

Published:Sunday | June 29, 2014 | 12:00 AM

Rubis Jamaica is on track to finish the rebranding of all its service stations by July 1, with more than 50 or 92 per cent already converted.

The company is "on target" to finish 100 per cent by June 30, said retail manager Raymond Samuels at the launch of Rubis's new Ultra Tec line of fuels in Kingston last Thursday.

Apart from signage, which replaces Shell's yellow and red logo with Rubis' green and red marquee, the project includes installation of LED lighting, which is expected to reduce energy consumption by 30 to 40 per cent, Samuels said.

The company is also "the first to introduce digital price signs", he said.

The Shell brand of fuel stations have gone through several different owners in recent years.

In 2005, Shell sold its Jamaican gas stations to a consortium owned by Joey Issa's Cool Corp and Neal & Massy Holdings of Trinidad in 2005. That consortium, which operated as Cool Petroleum, sold out to Blue Equity in January 2012, which held the assets under Antilles Group Limited. Rubis then acquired Shell Jamaica from Antilles less than a year later in December 2012.

Rubis finished the first stage of its branding exercise in February, with a fleet of about 30 trucks.

The company's new Ultra Tec fuels are designed to reduce fuel consumption and reduce harmful emission.

The premium Ultra Tec 90 is already available at all Rubis stations nationwide. The product will also be available for all other types of fuel, including Ultra Low Sulphur Diesel and diesel.

The rebranding of the stations started in April, with 92 per cent now finished.

The company's new Ultra Tec fuels are designed to reduce fuel consumption and reduce harmful emission, according to managing director for Rubis Jamaica, Alain Curreau.

Rubis is a private French company, which specialises in the storage, distribution and sale of gasolene, diesel, lubricants, liquid petroleum gas and chemical products.

The company was founded in 1990 and expanded into the Caribbean in 2005.

richard.browne@gleanerjm.com