Top 50 Indie MFG has announced plans to replace the Murco brand on all its company owned sites and to develop it as a brand exclusively for dealers.
The move follows MFG’s acquisition of Murco’s retail business on 1 October 2014, comprising 228 company owned forecourts and supplying a dealer network of more than 200 sites.
It will involve replacing the Murco brand on its company station estate by increasing the number of its BP and JET stations and introducing Texaco, a new fuel brand to the MFG network.
From 1 April, BP fuel supply will commence at 136 stations (previously 49), Jet will deliver to 68 stations (previously 10) and Texaco will supply 78 stations. Station rebranding programmes will start immediately and are expected to be completed by the end of the second quarter this year.
Jim Mulheran, MFG’s fuels director, said: “Following exhaustive and detailed negotiations we are delighted to have these three strong fuel brands throughout the MFG company station network. Together they give us supply, price and image flexibility which means that we can maximise the offer to motorists in each and every location that we operate.”
MFG managing director Jeremy Clarke added: “This is a great deal for us and for our customers. However, it does not mean that the Murco brand will disappear. We now have the opportunity to put more emphasis and time on Murco as an exclusive dealer brand.
He said that since acquiring Murco’s dealer network he and his dealer team headed by Paul Almond have been developing a plan to relaunch the offer to the UK dealer marketplace.
Clarke said: “Our 200-plus strong dealer network is very important to us and is a market that we understand very well. We all worked closely with dealers while at Murco and our experience at MFG which, in itself, is a large group dealer has allowed us to really understand the needs of this section of the market.
“We are giving our dealer business exclusivity to the Murco brand and along with this will be actively looking to grow the Murco network with a package which combines flexible delivery arrangements and a new, positive method of offering our dealers some very attractive trading terms.
“We can tailor our fuel supply arrangements to meet the individual needs of a customer, contribute towards forecourt or shop development projects and strongly believe that we can match, if not beat, any supply arrangements offered in the marketplace today.
“So, if dealers are looking for unmatched fuel supply and service with new, attractive and flexible trading terms from a dedicated team with a dedicated brand then it has to be Murco.
“Paul Almond and his team will be delighted to hear from any dealer looking for a fresh approach to fuel supply.”