ORLEN is intensifying its fuel station rebranding in Germany. The implementation of the ORLEN brand is accompanied by facility upgrades and an extended range of services for clients. Germany is one of the markets where the Group also plans to intensively develop its electric vehicle charging station network. Over the next two years alone, the number of charging stations there is set to increase to over 430.
“All our stations already operate under the ORLEN brand in Lithuania, Hungary, Slovakia, and nearly all in the Czech Republic. We consistently carry out rebranding on foreign markets, so that ORLEN is associated with a wide range of the highest quality services. This allows us to standardise our marketing and operational activities, which will translate into generating specific synergies in the long term. Our ambition is that by the beginning of 2024, about 100 stations in Germany will already be operating under the ORLEN brand,” says Daniel Obajtek, CEO of ORLEN.
ORLEN Deutschland, part of the ORLEN Group, currently operates 606 fuel stations under the ORLEN and Star brands. Thus, the group ranks 6th among the largest fuel station operators in Germany. The latest acquisition, completed in June, was the takeover of 17 self-service refuelling points from OMV in Bavaria (13 locations), Baden-Württemberg (3), and Hesse (1).
Germany is one of the markets where the ORLEN Group plans intensive development of stations and charging points. By 2030, infrastructure for electric car users, primarily in Poland, the Czech Republic and Germany, will include 10,000 chargers. Over the next two years alone, the number of charging stations in Germany will increase to over 430.
According to the adopted assumptions, by the end of the decade, all ORLEN stations will operate under a common logo. The rebranding process aligns with the market conditions of the individual countries where the Group’s stations are located. All stations in Slovakia, Lithuania and Hungary operate under the ORLEN logo. In the case of the Czech market – by the end of the year, nearly 90% of the stations previously operating under the Benzina brand will start operating under the ORLEN brand.
The ORLEN 2030 strategy also plans for the network to grow to at least 3,500 stations. The share of foreign facilities in the entire network is to increase to 45%. At the end of the second quarter of 2023, the number of ORLEN fuel stations was 3157, with 1238 on foreign markets. Following the finalisation of the transaction and acquisition of the Austrian Turmöl network, the number of stations in the ORLEN network will increase by 266, and the group will operate retail fuel sales in seven European markets.
