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Kampala, Uganda | THE INDEPENDENT | RUBiS Uganda has expanded its retail presence with 10 additional fuel stations as the French-owned energy company accelerates efforts to bring its products and services closer to motorists and communities across the country.
The new stations are located in Nabbingo, Naluvule, Nakirebe, Lyantonde, Busabala, Kulambiro, Kasangati, Kisoga, Namusera and along the Masaka Bypass, according to William Fillet, Managing Director of RUBiS Uganda.
The latest expansion is part of the company’s broader strategy to grow and establish the RUBiS brand across Uganda. Fillet said 67 service stations have so far been rebranded under the RUBiS identity, while another eight stations are lined up for rebranding.
“These stations are part of our continued expansion across Uganda, bringing the RUBiS brand closer to more customers and making our products and services more accessible to motorists and communities across the country,” Fillet said on Sept.2 at Kulambiro pump station.
He said the expansion is designed to respond to the different needs of Ugandans who rely on road transport for their livelihoods, businesses and everyday movement.
Fillet noted that motorists have different priorities, ranging from taxi drivers seeking to maximise earnings from every journey to boda boda riders whose motorcycles provide their livelihoods, as well as families travelling across the country and fleet operators managing several vehicles.
Despite these differences, he said customers generally expect value, reliability and quality when buying petroleum products and using services at fuel stations.
He added: “Every day, I encounter drivers with very different journeys and very different needs,” Fillet said, adding that customers want to know that when they spend money at a service station, “they are getting something that works for them.”
Beyond fuel
RUBiS is also positioning its stations as more than conventional refuelling points by introducing additional convenience and automotive services.
The company currently operates 29 RUBiS Enjoy shops, with more outlets under construction. The shops provide motorists and travellers with convenience products and refreshments while broadening the range of services available at its stations.
The company has also established 18 Castrol bays offering specialised lubricant products and services.
For Uganda’s large boda boda community, RUBiS has introduced dedicated Castrol Power 1 boda service points, reflecting the importance of motorcycle transport to the economy and livelihoods.
“Boda boda riders are an incredibly important part of Uganda’s mobility ecosystem. For many, the motorcycle is their livelihood,” Fillet said.
He said the company was developing services tailored to the specific requirements of this customer segment.
RUBiS is also investing in station facilities, including a toilet improvement project aimed at enhancing the experience of customers using its outlets.
Fillet said customer experience is influenced by seemingly small details, particularly for families and long-distance travellers who need clean and comfortable facilities when making stops along their journeys.
French Ambassador to Uganda Virginie Leroy welcomed RUBiS’ growing network, describing the investment as an indication of confidence in Uganda’s economy.
She commended the company for investing in its network, employees, service quality and access to petroleum products across the country.
“Rubis has been developing its network tremendously over the past years, rebranding some petrol stations, but also opening new ones,” Leroy said.
She said the investment also demonstrates the company’s confidence in Uganda and its economic prospects.
“When the private sector invests, the reason is that they strongly believe and they are confident in the economy and in the partnership they are building in the country,” she said.
Leroy also welcomed the decision to expand beyond Kampala and other major urban centres, noting that Uganda’s economic activity extends across the country and that motorists travelling long distances need reliable access to fuel and automotive products.
“Uganda is not only Kampala, is not only in the big cities,” she said, stressing the importance of extending services across the country.
However, she cautioned that network growth must be accompanied by high standards of service, quality and safety.
“As I said at the same time, growth must go hand to hand with quality, because this is where you build trust in your brands and the good relation with your customers,” Leroy said.
She commended RUBiS for investing in reliable products and safer facilities, noting that fuel stations require particular attention to safety because of the nature of the products they handle.
The expansion comes as competition in Uganda’s downstream petroleum market continues to evolve, with fuel retailers increasingly seeking to differentiate themselves through convenience services, automotive support and customer experience alongside fuel sales.
