The lack of additives at low-cost gas stations does not keep drivers up at night. That’s why Moeve wants to be more Ballenoil

Moeve has changed its strategy and has done so in a big way. In just 12 months, the company has converted 50 of its service stations traditional to Ballenoil, its low-cost brand. And since this type of gas stations began to become popular, the ‘lack’ of additives It has not been a concern for consumers who, above all, prioritize their pockets. The transformation has been especially intense since this summer, when the oil company decided to accelerate the process of further prioritizing its low-cost brand in strategic points throughout the Peninsula.

Transformation. The old one Cepsa bought Ballenoil in November 2023 with a clear objective: to challenge Repsol for the crown, which maintains the largest share of the Spanish market. But it is not only about growing the number of gas stations. And it seems that Moeve has understood that the future involves being present in two worlds: the premium, where it maintains its traditional brand, and the low cost, where the customer seeks to fill the tank at a lower cost. From Moeve confirm to the Vozpópuli medium that “both premium and low cost are important to respond to the expectations of our customers.”

The perfect timing. Although fuel prices have fallen since all-time highs which they reached after the Russian invasion of Ukraine (when they exceeded two euros per liter), continue to remain at high levels. The liter of 95 octane gasoline exceeds 1.45 euros on average and diesel is close to 1.40 euros, according to data from CincoDías.

Logically, given the rise in fuel prices, many drivers are looking for specifically economical gas stations, and that is where the low-cost ones come in. All in a context in which traditional oil companies focus on attracting customers through their promises of premium fuel and additives.

Figures. The integration of Ballenoil has made Moeve exceed 2,000 service stations in the Iberian Peninsula for the first time, reaching 2,040 gas stations, according to 2024 financial data. The figure is expected to increase before the end of the year. The pace of transformation accelerated in June, when 16 stations changed their image in a single month. Just like affirms In the middle, during September and October the conversions continued, prioritizing territories where the company already has a greater presence.

Madrid leads this transformation with nine gas stations that become Ballenoil, followed by Barcelona, ​​Navarra, Albacete, Ciudad Real, Granada, Seville and Badajoz. The Ballenoil network has also allowed Moeve to penetrate areas where it did not previously have a presence, especially in Catalonia, the Valencian Community, Andalusia and several regions of Castile.

The rise of low cost. Low cost gas stations already represent 20% of all stations in Spain, according to inform the EconomíaDigital medium, with more than 2,400 installations spread throughout the country. As the media explains, the savings for the driver can exceed 0.18 euros per liter compared to traditional brands, a difference that ends up being noticed with each refueling. And the forecasts point high, which could mean a major structural change in the national oil panorama.

Ballenoil, Plenergy and Petroprix are leading this transformation, betting on automated systems and simplified infrastructure that allow them to reduce costs. Manuel Sáez, CEO of Ballenoil, declared to CincoDías that the objective is to “exceed 380 operational service stations” in the second half of the year and “reach 500 throughout 2027.”

Competence. Ballenoil has reached 350 service stations in Spain, becoming the leader in number of points of sale within the low cost segment. Plenergy follows closely, with 340 gas stations (331 in Spain and 9 in Portugal) and plans to reach 370 this year. However, Plenergy leads in business volume: closed 2024 with 1,385 million liters sold, a growth of 43% compared to the previous year. For its part, Petroprix, with 165 stations in Spain, has opted for a different strategy, prioritizing international expansion in markets such as Portugal, Chile, Panama and Poland.

Cover image | engin akyurt

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