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Aral

 

Aral

Company: BP Plc

Brand value: US$618 million

Headquarter city: Bochum                

Category: Motor Fuels

Year formed: 1898

 

Aral is a brand of motor fuels, lubricants and filling stations, with its network of around 2,500 petrol stations across Germany making it the largest brand in the sector. The name comes from a combination of the German words "Aromaten" and "Aliphaten", the aromatic and aliphatic components found in gasoline. The business was founded as Westdeutsche Benzol-Verkaufs-Vereinigung GmbH in 1898 and has been known as Aral since 1924. The brand’s promise is “Aral. Alles super”, meaning “Aral. Everything’s great”, a promise it applies to the quality of its products and the customer experience at filling stations. The brand prides itself on innovation in products and services, including the high-performance fuel Aral Ultimate 102, and the introduction of REWE To Go forecourt shopping, carwash services, and PetitBistro for food on the go. Aral is the only petrol station chain in Germany to partner with the popular PAYBACK bonus program. About 16 million households take part in the scheme, in which they earn points for shopping with partner brands. Areal also has a large B2B business serving vehicle dealerships and repairers, and sells LPG, heating oil and related products. Aral is a long-time sponsor of the Deutsche Tourenwagen Masters, which is “Powered by Aral Ultimate”, and is a partner in the FIA European Formula Three Championship. Aral is now owned by BP Plc, which is listed on the London Stock Exchange.