Millennials probably won’t remember seeing Gulf gas stations on this side of the border since the brand disappeared from our landscape three decades ago, but for those over 40, an upcoming brand revival will be a blast from the past.
Ontario’s XTR Energy Company has signed an agreement with Gulf Oil in the United Kingdom for the exclusive long-term rights for the use of the Gulf name in Canada. The company has already set up one location in eastern Canada and is working on getting several more up and running.
“We have our first account open in Port Colbourne, Ontario, and over 10 in negotiations,” XTR Energy president Ken Wootton told Business in Vancouver.
“The brand will be developed across Canada with the initial focus on owner/operator sites.”
XTR will be focusing its efforts on getting independent gas stations – that currently have long-term deals with gas companies such as Shell and Esso – to switch to Gulf at the end of their contracts.
“That will be our primary target but we are also working with groups of investors looking to acquire and build sites under the Gulf brand,” Wootton said.
XTR provides gas to 150 independent stations across the country, including locations in Burnaby and Kamloops. Not all stations will be making the switch, however, Wootton said.
“We will continue to provide an independent brand solution as well as the major brand Gulf,” he said.
Although the familiar trade name could make it easier to create a bigger presence in urban markets, Wootton said this is not the company’s primary motivation.
“About 25% of our current XTR network is urban, so we know how to market in urban centres effectively through cost-effective strategies we have designed for our dealers.”
Wootton said XTR is not disclosing the dollar value of the deal.
Gulf gas stations were a familiar mainstay on Canadian roadsides until 1985, at which time Gulf Canada was absorbed by Petro Canada.
