Irish forecourt convenience retailer Maxol has officially launched its first 24-hour fully automated pay-at-pump service station in the Republic of Ireland.

Marketed under its Maxol auto24 brand, the new site is located on the Dublin Road, Sutton, Dublin 13, and has six pay-at-the-pump fuelling dispensers, which accept payment by debit card, credit card and Maxol fuel card.

Maxol’s chief operating officer Brian Donaldson said: “In Europe the lion’s share of petrol and diesel purchases are bought at automated service stations. After successfully trialing this concept in Northern Ireland from 2011, we believe there is now an opportunity to introduce this concept at selected sites in our southern network.

“We purchased this former service station back in 2012 and have invested heavily in the latest state-of-the-art technology to enable us to offer this innovative new fuel solution to motorists in Ireland.

“Automated service stations offer motorists a number of distinct advantages – fuel pricing is reduced as there are fewer costs to pay, queues tend to be shorter as customers pay at the pump, and because the service station operates on a 24-hour basis motorists can fill up at a time that best suits them.

“Our experience is that the automated pay at pump format is particularly popular for parents with kids in the car and also with commuters where speed of service is important.”

He emphasised, however, that Maxol remains firmly committed to the full service station format.

Over the next few weeks Maxol is providing motorists with a service team who will be on-hand from 7am to 7pm weekdays and 9am to 7pm weekends to offer customers assistance and demonstrate how the fuel payment process works.

Motorists are also being encouraged to register online so that Maxol can inform them via text message and e-mail of ‘happy hour’ price offers which the company will be running throughout the year.

Maxol is celebrating the launch of the new service station with free fuel, car wash prizes and complementary coffee for customers.