Gulf Oil International has signed a long-term brand use license agreement with Burlington, Ontario-based Canadian XTR Energy Company Limited. The partnership means the return of Gulf branded service stations to Canada, after an absence of 30 years. The Gulf brand has been absent in Canada since Petro-Canada absorbed it in a $886-million deal in 1985 after the Gulf/Chevron merger.

The agreement was signed by Gulf Oil International Vice President, Frank Rutten and XTR President, Ken Wootton at the recent Le Mans 24 Hour race.

XTR will be working in conjunction with Gulf’s official Canadian lubricant distributor, Teklub, in order to help further develop retail lubricant sales in Canada and so the prospects are bright for the further strengthening Gulf’s presence in the Canadian market. It is not known at this time what affect this will have in further promoting and increasing such sales of Gulf branded industrial lubricants in Canada.

Paul Stannard, Gulf Oil International Business Development Manager, told OEM/Lube News "There will be no direct effect as TEKLUB will be handling the industrial and fleet lubricants market. However, the presence of Gulf on the highway will of course enhance Gulf’s visibility to such customers.”

“XTR, under the guidance of its President, Ken Wootton, has all the experience required to undertake the task of rolling out the Gulf network across Canada over the next few years and once again bring the familiar Orange Disc Gulf logo back to the highways of Canada", said Stannard.

“Gulf service stations are already present in 20 countries and Gulf Oil International is committed to growing networks in as many countries as possible throughout the world. Therefore, the new entry in Canada is another step towards achieving this target.”

The reaction to Gulf’s return as a retail fuel brand in Canada has been incredibly positive, according to the company. Conversations are currently underway with a significant number of potential customers, and the first Gulf retail site in Canada is already up and running.

“We are extremely excited about representing Gulf for retail petroleum in the Canadian market,” explains XTR President Ken Wootton. “The Gulf brand has a strong reputation and will provide us a competitive advantage when talking with potential new sites.

“We have come out of the gate strong, and have opened our first Gulf site only days after contract signing, with many more sites under active solicitation. We still need to build out the full implementation model and loyalty programs to attract sites and customers, but the research is already well underway."