French multinational, Rubis Energie plans to invest up to US$25million in rebranding of newly acquired Kenol Kobil and delta fuel stations countrywide. The money will be invested over a three to four years period based on demand for their products.
Kampala, Uganda | ISAAC KHISA | “… we will continue to invest heavily in the market through modernization of our existing retail outlets into state-of-the-art service stations as well as constructing new ones,” said Jean-Christian Bergeron, the Group Managing Director of RUBiS Energy East Africa.
He said the cost of rebranding an outlet ranges between US$80,000 and US$ 100,000 depending on the size and the services to be provided.
“We are also launching an unparalleled shopping experience through its convenience store brand, RUBiS Express, by providing world-class convenience to motorists on the go, saving them time and money.
“We also provide a fuel card system that gives motorists total control of their fuel-related expenses through our RUBiS Card, offering convenience and efficiency when making payments at our retail outlets,” he said.
“We are also significantly investing in the development and promotion of LPG, which is a clean and affordable energy source that will support the government’s ambition for an improved quality of life for all Ugandans.”
Currently, Rubis has 54 service stations compared with Vivo Energy’s 151 and Total Uganda Limited 171 service stations.
Kenol Kobil ranked sixth out of more than fuel 60 companies operating in the country, with merely 3% market share in 2018, according to the Ministry of Energy and Mineral Development.
Vivo energy Uganda Limited held the largest market share of 16.74%, followed by Total Uganda Limited (12.09%), Nile Energy Limited (7.76%) and Stabex International Ltd (5.72%). The market share of these four companies totalled to 42.31% and the rest of the 56 companies accounted for the remaining 57.69%.
Rubis Energie enters the Ugandan market at the time the ‘big’ players mainly Vivo Energy, Total and Stabex are heavily expanding their networks across the region.
Rubis Energies, listed on the Paris Stock Exchange with a market capitalization of 5.5billion Euros at the end of 2019. The company operates in more than 40 countries globally including Burundi, Ethiopia, Rwanda and Zambia.