At the end of May, Lukoil completed the acquisition of a full stake in LLC Shell Neft, a move that consolidated a network of 411 Shell-branded service stations and a lubricant plant located in the Tver region. The first service station operating under the new Teboil banner has already opened its doors on Ryazansky Prospekt, signaling the strategic shift in branding and market positioning. Alongside this, several gas stations in Kazan now display the refreshed corporate identity, aligning local sites with the broader rebranding strategy.
Shell’s traditional yellow and red shell emblem has given way to a distinctive red and white Teboil logo. In tandem with this visual redesign, the premium V-Power fuel line will be rebranded as AI-95+ and AI-98+, with diesel marketed under the DT+ designation. This rebranding is part of a broader effort to harmonize product naming across markets and create a clearer, more consistent customer experience. The company also plans to launch a loyalty program modeled on Lukoil’s existing framework to reward repeat customers and encourage brand loyalty across the expanding network.
In practical terms, Lukoil will transfer more than 400 service stations that were acquired from Shell into the Finnish Teboil brand, expanding the footprint of the Teboil family in the region. The Torzhok Lubricant Factory in the Tver region, which has now become property of Lukoil, will continue producing and distributing lubricants under the Teboil brand, ensuring continuity of supply and quality for motorists and industrial users alike. This integration aims to streamline operations, accelerate brand recognition, and provide a unified service standard across all stations and product lines under the Teboil banner.
The strategic decision was to operate the business as a distinct subsidiary within Lukoil’s corporate structure, continuing the Teboil brand’s legacy while leveraging Lukoil’s resources and distribution network. The Teboil brand, with roots dating back to its founding in Finland in 1934, represents one of the country’s largest and longest-established oil sector entities. The Russian market has long recognized the Teboil name, particularly through lubricants that were supplied to the USSR as far back as the 1960s, cementing the brand’s historical association with reliability and enduring performance.
Historically, Teboil’s presence in the Russian consumer landscape has been shaped by long-running relationships with industrial fleets, retail customers, and a growing base of individual motorists who associate the name with quality lubricants and robust fuel performance. The current transition broadens that legacy, introducing a more integrated approach to service stations, retail operations, and product lines. By combining Shell Neft’s operational network with Teboil’s branding, Lukoil aims to deliver a cohesive customer experience, backed by standardized service protocols, consistent pricing strategies, and a unified loyalty ecosystem across all the newly aligned locations.
This evolution is also seen as a strategic response to shifting consumer expectations in the regions involved. Motorists now expect transparent pricing, reliable fuel quality, accessible service bays, and digital conveniences such as loyalty rewards and seamless payment options. The rebranding initiative seeks to meet these expectations by leveraging the established distribution channels, expanding fuel offerings, and reinforcing the emphasis on customer-centric services. While the history of Teboil in Russia is relatively recent, the brand’s revival under Lukoil’s ownership signals a renewed commitment to maintaining automotive fuel quality and lubricant performance that resonate with a broad audience of drivers, fleets, and industrial customers alike.
Overall, the consolidation marks a significant milestone in Lukoil’s strategic expansion and brand modernization program. By transforming Shell Neft’s assets into a cohesive Teboil-driven network, the company aims to deliver a consistent, high-standard experience at the pump, while preserving the trusted history of the Teboil name and its role in supplying lubricants and fuels across the region. The transition embodies a blend of heritage and contemporary retail engineering, designed to serve today’s drivers with clarity and confidence.