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RUBiS displaying its true colours

Friday, April 25, 2014    

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RUBiS Energy Jamaica is currently on five-month rebranding campaign of all Shell service stations islandwide.

The project — which commenced in February and scheduled to end in June — will see the red, green and white of the French-based company be prominently displayed on their 53 stations.

"They'll all have a fresh, new look. The first phase involved the trucks. So, were two weeks into the second phase, which involves the physical rebranding of all our service stations," said Raymond Samuels, retail manager of the Rockfort-based RUBiS Energy Jamaica.

According to the retail manager, the stations will be transformed to provide clean, well-lit and enhanced experience.

"It's a full facelift of the exterior... and involves an upgrade of the canopy and installation of LED lights," he said.

He said stations in Coporate Area, St Ann, Manchester, St James, and Negril are in the first phase of the makeover.

"Our service station on Constant Spring Road and Gore Terrace in Kingston is the most advanced," he said.

Samuels, who has had 17 years in the petroleum industry, was unwilling to divulge the price tag of the facelift. He, however, was willing to say "it was a significant investment and it shows our commitment to the business".

The retail manager said the make-over also involves station personnel.

"Some of our customer service agents are currently going through an intensive two-phase training programme; a one-day classroom training and a field reinforcement component," he said.

Samuels said consumers and the environment will also stand to benefit when the project is completed.

"All stations will have free air. Our customers require that service and we're committed to that. So, once you go to a RUBiS service station, you'll have air," he said.

He said his company would be introducing an advanced boosting technology, Ultra Tec fuel, which would clean the engine valves and combustion chamber by removing deposits and controlling exhaust emissions.

"It will be available in both gasoline and diesel, deliver cleaner solutions and offer a smoother driving experience," he said.

RUBiS acquired the assets of Shell in January 2013 ending its 90-year dominance in Jamaica.

Founded in 1990, the company currently operates in Antigua and Barbuda, Barbados, Dominica, Grenada, St Lucia, St Vincent and the Grenadines, Trinidad and Tobago, Bermuda, Guadeloupe, Martinique, French Guiana, and Guyana, the Bahamas, Cayman Islands and Turks and Caicos Islands.

A graduate of Gubkin Russian State University of Oil and Gas, Samuels is married with two children.

"I want RUBiS to be the company of choice for fuel for every Jamaican," he said.

-- Brian Bonitto

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