Fired from car sales gives new impetus to gas stations

By ETCO

Author: Gleyma Lima

Source: DCI - São Paulo / SP - 19/08/2010

SÃO PAULO - With the recent record of vehicle sales, along with the emergence of an emerging class of consumers, gas station networks are preparing for the high demand for sales and aim at expansion and mergers. The Shell chain, which has 2.800 service stations throughout the country, opened 120 points of sale by July. According to company information, by the end of this year, 180 to 200 gas stations with the company's flag should be opened.

The brand, which does not rule out the possibility of this happening through acquisitions, says that last year 147 establishments with its flag were inaugurated. For 2010, the brand intends to grow by 1 billion liters of fuel sold, which means 12,5% ​​more than the result of 2009, when the turnover was R $ 24,4 billion.

In the Ale service banner, the idea is to expand by investing R $ 80 million in the segment this year, when they aim to open 150 stations to reach revenues of R $ 7,7 billion, about R $ 7 million more than last year. . In an interview with DCI, the president of Ale, Marcelo Alecrim, affirms that this is part of the company's planning. "We always work to capitalize on the details and optimize the costs of the processes", emphasized Alecrim.

Currently, Distribuidora de Combustíveis e Lubrificantes Ale has 1.700 service stations in 22 states in the country. Per month, the company sells 350 million liters of fuel to 5 customers. Ale has already signed a partnership with Chevron for the marketing and distribution of lubricants and additives. By the end of 2010, the goal is to sell 5,5 million liters of lubricants and generate business in the order of R $ 44 million. In addition, one of the highlights of this year at the company was the creation of AleCompras, Ale's e-commerce site in partnership with the supermarket chain Walmart.

In 2008, Ale acquired the 327 posts of the multinational Repsol in Brazil and concluded the acquisition of the Santa Catarina distributor Polipetro, with 130 posts. These deals accelerated the company's plans to reach revenues of R $ 2012 billion in 8,1 and have a network of 2.500 service stations. Last year, the company won 131 new jobs. Sales volume grew 16% compared to 2008, reaching 350 million liters of fuel per month. Sales grew 33,3% compared to 2008.

The fuel distributor Rede de Posts of Petrobras Distribuidora, under the BR banner, remains the market leader with 46,4%, according to 2009 data from the National Union of Fuel and Lubricant Distribution Companies (Sindicom). By remaining in the position, Petrobras grew 13,84% (878 jobs), reaching a total of 7.221 jobs.

According to the Marketing Manager of the Petrobras chain, Renato Marques de Oliveira, the market is competitive and one must keep an eye on it. "The fuel market presents a scenario of permanent competitiveness, and we must always anticipate trends", warned the manager. This year, the Petrobras brand will invest around R $ 110 million in different marketing actions.

According to the economic advisor of Fecomércio Fábio Pina, the shopping trend remains and the strong ones remain in the market. "The market is and should be monopolized by current networks, especially with the problem of adulteration: consumers will buy from those they know."


In Sindicom's view, in 2009 BR stations had the market leadership (46,4%), followed by Ipiranga (18,6%), Shell (15,6%). The Esso, Texaco, Ale and Sarba flags share the rest.

The gas station segment in the Brazilian market today has more than 37 thousand service stations. The sector's revenue is estimated at R $ 192 billion.

Fuel adulteration


The increase in car sales boosted the opening of new gas stations and generated greater competition, mainly from “flagstones”, a positive factor, according to distributors, because it reduces the sale of adulterated fuel, explains the sector union.

Petrobras Distribuidora, for example, maintains the “De Olho no Combustível” program, which represents a guarantee that the fuel sold at network stations is not adulterated. Shell follows the same opinion as Sindicom: it understands that the increase in vehicle sales directly affects the retail market and bets on "flags".

In view of the record sales of vehicles and the emergence of an emerging class of consumers, the gas stations networks are preparing to fight corner by corner with the offer to sell fuel and to fight for space with the leader, Petrobras. Shell, which has 2.800 service stations in the country, has just opened 120 points, and by the end of this year another 200 service stations for its flag should be opened. The chain does not rule out making acquisitions to increase last year's turnover, of R $ 24,4 billion.

Ale stations will invest R $ 80 million this year when opening 150 units to reach revenues of R $ 7,7 billion, about R $ 7 million more than last year. Marcelo Alecrim, Ale's president, says that this is part of the company's planning. "We always work to capitalize on the details and optimize the costs of the processes." A highlight of the brand this year was the creation of AleCompras, an e-commerce site.