Shell petrol stations renamed 'Z'
Z is for Zealand, apparently.
More than 200 Shell petrol stations around the country are to be re-named Z (pronounced zed) in one of the largest re-branding exercises in recent history.
In April 2010, Shell’s fuel business in New Zealand was sold to the New Zealand Superannuation Fund and Kiwi infrastructure company Infratil for $695 million.
Greenstone Energy is the company that owns and operates these assets.
“When the Shell business was purchased, we set about trying to understand what consumers actually wanted in a retail fuel company, how they felt about this sector and the companies operating in it,” Greenstone chief executive Mike Bennetts said.
“This became the biggest piece of industry-specific consumer research in a decade, touching 17,000 consumers. The insights we’ve gained from listening to our customers and those of our competitors have seen us radically rethink our business.”
Mr Bennetts said the most immediate and visible change would be the largest and most visible rebranding exercise in recent New Zealand history.
NBR staff
Wed, 11 May 2011
Wed, 11 May 2011
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Shell petrol stations renamed 'Z'
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