Making Every Good Count

A vision for fuels retailing in Singapore

Published on
18 April 2006

ExxonMobil Asia Pacific Pte. Ltd. (ExxonMobil) and NTUC Fairprice Co-operative Ltd. (FairPrice) are pleased to announce that a quarter of ExxonMobil’s service stations in Singapore now have FairPrice Xpress and Cheers stores to deliver greater value and convenience to our customers 24 hours a day.

In addition, the rollout of these Alliance stores in ExxonMobil’s 74 service stations is targetted for completion in the fourth quarter of this year, well ahead of schedule.

ExxonMobil is also pleased to announce that effective from today, the company will move towards a single fuel brand in Singapore – the Esso brand. This will make us the largest single branded network of service stations in Singapore.

The service stations and stores are being spruced up at a total cost of S$30 million, to enhance customers’ fuels and grocery retail experience with us.

The Alliance will bring a new and energising dimension to Singapore’s fuels retailing experience.

“This collaboration promises to bring greater value and convenience to our customers. The availability of EveryDay Low Price (EDLP) items and fresh food, typically found at FairPrice supermarkets, provide greater value to customers. Our strength in food supply chain and the economies of scale we bring to the Alliance help ensure that we provide the best value among petrol marts in Singapore,” said Mr Seah Kian Peng, Deputy Chief Executive Officer and Chief Operating Officer of NTUC Fairprice Co-operative Ltd.

“Together with ExxonMobil’s wide network of Esso service stations, we offer customers the widest range of products, most competitive pricing and 24-hour shopping convenience at virtually every corner of Singapore. This will complement our existing network of 78 FairPrice supermarkets located throughout the island,” Mr Seah added.

The service stations will offer everything from reliable quality fuels that customers have come to expect from us, to everyday needs like hot foods and fresh food and groceries, ATMs, AXS services and even 4-D and Toto in selected Esso service stations.

“What you see here today is our commitment to give our customers greater value and greater convenience. This commitment is the driving force behind all our pioneering efforts to set new standards for the fuels retail industry. ExxonMobil has always been the first to recognise what it takes for drivers to refuel, refresh and re-energise,” said Mr Brad Merkel, Fuels Marketing Manager, SE Asia/HK/PRC, ExxonMobil Asia Pacific Pte. Ltd.

In the same vein, to communicate with its customers more effectively, ExxonMobil has started to rename all its Mobil stations “Esso”.

“We are confident this brand simplification will be embraced by our customers. We want to assure all of them that they will continue to enjoy the same high quality Synergy fuels and Mobil lubricants, the same Smiles Driver Rewards, the same proprietary card and credit card programmes, the same Speedpass payment system to beat cashier queues, the same value-driven grocery and convenience retailing experiences, and friendly and helpful service at our service stations, ” Mr Merkel said.

“I would add that on the fuel side, ExxonMobil has always been producing Synergy petrols and diesel to very exacting quality standards. So whether you have been buying petrols or diesel from our Esso or Mobil service stations, you have been buying the same high quality Synergy petrols and diesel.”

ExxonMobil’s Synergy petrols – Synergy 8000, 5000, and 2000 – and Synergy Diesel are high performance fuels with fully synthetic additives, including Friction Modifier Technology for Synergy 8000 petrol since 2001.

The Mobil brand will still be available in Esso service stations. For example, Mobil lubricants will be retailed in all of them.


About ExxonMobil Asia Pacific Pte. Ltd.

ExxonMobil operates the Singapore Refinery and Singapore Chemical Plant. Together they form our largest integrated manufacturing site in Asia. ExxonMobil is Singapore’s single largest foreign investor. ExxonMobil operates the largest single branded network of service stations in Singapore and is a major manufacturer and marketer of high quality lubricants.

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