Despite the initial reluctance from many drivers, unattended or fully automated service stations have gradually become a notable feature in Alicante, reshaping perceptions and market dynamics. They now form a significant segment of the province’s fueling landscape, earning a foothold as some of the most price-competitive options in the broader market.
Data from the industry body confirms that roughly one in four pumps in the province operates as an automatic facility, with many of these stations opening only in recent years. This growth comes despite a broader pullback among traditional, full-service stations, highlighting a shift in consumer and operator behavior as automation becomes more accepted.
Nationally, unattended stations account for about 18.3% of all points of sale, with certain regions showing even higher penetration. In Catalonia, for instance, Barcelona leads at around 34%, followed by Girona (30.3%), Lleida (30%), Segovia (27.2%), Soria (26.8%), and Valencia (25.5%). In these areas, the automatic model tends to deliver prices roughly 10 to 20 cents below the average, making it an attractive option for budget-conscious drivers on long trips or daily commutes.
As recalled by Manuel Jiménez, the head of the industry association, the key turning point for this business model in the Valencian Community was 2018, when the regional authority revised regulations governing service stations. This shift helped unshackle growth by reducing barriers for sites designed to serve customers who prefer self-serve options or non-traditional payment models. The European Commission has noted debates about legality in some contexts, but the market response in recent years has remained robust.
In Alicante, diesel tends to be cheaper than 95 octane petrol, often by nearly 10%.
From that moment onward, the number of automation-enabled stations rose steadily. The pandemic underscored a key consumer preference: contactless refueling. As prices began to climb, many drivers looked for ways to limit costs and maintain efficiency at the pump, a demand that automated stations appear well positioned to meet, according to Jiménez.
By 2019 there were 44 automatic stations in the province; by the end of 2022 that figure had grown to 113, nearly tripling in less than four years. During the same period, the share of automatic or low-cost stations rose from 11% to 24.9% of all pumps in operation, illustrating a rapid shift in the competitive landscape.
While price is the most obvious lure, Jiménez notes that the growth of automated stations is also about aligning with real driver needs. Self-serve options reduce wait times when paying by card, avoiding lines at cash registers and speeding up the refueling process. In practice, many traditional stations already operate on a self-serve basis but still require a visit to the cashier for payment or to load items from the shop, which can interrupt the flow of a quick fill. The automated model streamlines this experience, offering a smoother, faster transaction wherever the same brand or supplier operates.
Another driver of success lies in the cost structure. Operating expenses for unattended facilities are often markedly lower than those for full-service sites, sometimes cut in half or more. That savings makes automation viable even in locations where traditional stations struggle to stay profitable.
Jiménez also rejects charges that fuels at unattended pumps are of inferior quality or that additives used in some marketing claims offer real benefits. He argues that the success of automated stations stems from efficiency and reliability, not gimmicks, and that the market should be judged by price, speed, and consistency rather than by rhetoric from entrenched players.
Oil price expectations and regional market signals
Looking ahead, market watchers are awaiting the implications of global supply decisions. If major producers adjust output, prices at the pump could respond quickly. In Alicante, diesel has already traded around €1.42 per liter, with petrol near €1.60 per liter in recent reports, figures that reflect broader post-pandemic and post-conflict volatility. Drivers across North America, including Canada and the United States, are watching these dynamics closely as exchange rates, logistics, and regional competition influence affordability on long road trips and daily commuting.
In summary, the rise of automatic stations in Alicante represents more than just a price war. It signals a shift toward efficiency, convenience, and a broader retail strategy that fits changing consumer habits in both Europe and North America. The trend suggests continued growth for unattended facilities, especially where cost pressures and the demand for quick service converge with evolving payment technologies and a preference for contactless refueling.