US owners of BP stations may seek rebranding

The owners of BP PLC’s 11,300 petrol
stations in the U.S. are actively considering whether to ditch the BP brand in
the wake of poor gasoline sales at some outlets following the U.S. Gulf of
Mexico oil spill and revert to using the Amoco brand, The Sunday Telegraph
reported.

BP bought Amoco, a U.S. company
familiar to many Americans, in 1998 and BP’s new chief executive, Bob Dudley,
used to work for Amoco prior to BP’s takeover of the company.

John Klein, executive director of
the BP Amoco Marketers Association, which represents U.S. distributors, told
the newspaper that the rebranding subject was raised in nearly every
conversation he has with the group’s members. The members are also considering
the move following vandalism at various BP petrol stations in the U.S.

“They [the distributors] are
interested in where the brand is going, and want it [the Amoco brand] to be
returned to its premiere place,” the paper quoted Klein as saying.

Klein said he believed the issue
will be addressed at the distributor’s annual meeting with BP senior management
in October.

Klein and BP couldn’t be reached for
immediate comment.

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