Namibia Economist (Windhoek)

Namibia: Ondangwa First New-Look Total

The first new look service station for Total Namibia was opened in December in Ondangwa. King's Service Station is the first of many new and revamped sites to follow in 2013.

This roll-out of Total's new look service stations is being executed through the world. Its aim is to provide the network with a well-defined identity that is based on a more modern brand image, with service stations that are better integrated into their landscape.

The new standards will harmonise the way service stations look all over the world.

Winning network market share is one of the main ways in which Total's Africa/Middle East Division is seeking to expand its business. Mamadou Ngom, Total AME Marketing and Sales Vice-President said: "We would like to have 5000 service stations in operation in 2017 - as opposed to 4400 today. Improving the image of our service stations is one of the mainstays of this strategy."

On a competitive landscape that has largely been deserted by the major oil companies and on which new types of competitors are establishing themselves, the drive to switch the existing network over to the new T-Air image is a major investment that will take five years to complete. It is also evidence of Total's desire to play a part in local development and to establish a long-term presence in Namibia and the rest of Africa.

"In the various countries in Africa that we operate, Total is often seen as a well-established player that deserves people's trust, but also one that is getting old. To consolidate our leadership, we have to surprise our customers with modern solutions. The new T-Air image is in line with this drive to innovate."

"With low-energy buildings that integrate in a less cluttered way into their surrounding environment, the new T-Air service stations also endow the Total Group with added legitimacy when it talks about sustainable development, boosting acceptance of its activities."

Designing the new T-Air image was an opportunity to simplify the identities of the various concepts available at service stations. The "Bonjour" concept is now used for all stores, irrespective of their surface area and the variety of products they sell. The wash and maintenance concepts have been renamed Total Wash and Total Service. Simplifying these concepts in this way goes hand-in-hand with standardizing the visual identity used in service station areas.

"Our new-look service stations are in line with growing market trends. Through this new and improved offering we aim to create an environmentally friendly space, endorse our corporate identity and improve our product offering to Namibia; fulfilling our promise of staying in the country and investing in local development," said Seggie Kistasamy, Managing Director of Total Namibia.

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