A major move in the European fuel market unfolds as Cepsa expands its footprint by acquiring a substantial stake in Ballenoil, a discount-oriented gas station network. The deal adds hundreds of service stations to the Iberian Peninsula, bringing Cepsa’s presence closer to 2,000 locations across Spain and Portugal combined. Ballenoil, with roughly 1,500 sites in Spain and about 300 in Portugal, will continue to operate under its recognizable value-focused brand while strengthening Cepsa’s broader fuel retail strategy. The arrangement aligns with Ballenoil’s longstanding aim to offer a wide range of fuels at economical prices, attracting a broad base of cost-conscious drivers.
Cepsa’s strategic objective is to scale quickly within this low-cost market segment, targeting a network expansion to around 500 Ballenoil-branded stations by 2027. The plan underscores a commitment to solidifying Ballenoil as a leading reference point in the low-cost category, with mobility and new trade challenges framed by Pierre-Yves Sachet, the company’s Mobility and New Trade director. This move signals a clear pivot toward consolidating the discount retail model while maintaining high standards of service and sustainability.
The Ballenoil network is recognised for rethinking traditional gas stations by embracing automated service concepts paired with lower prices. These sites typically offer 24/7 operation with remote-enabled service, a model that gained traction during economic downturns around 2008 and later found footholds in various markets. Some locations include on-site car wash services, while staffing remains lean to preserve price competitiveness.
On the other side, Cepsa is advancing its own low-cost branding alongside sustainability commitments. The company plans to progressively enhance its offer by integrating electric charging points and biofuel availability across its growing network. This approach aims to balance affordability with responsible energy options, catering to a broader spectrum of consumer needs.
Today, Cepsa operates a portfolio of charging infrastructure designed to support rapid charging for electric vehicles. The current network includes a substantial number of ultra-fast charging points, with a clear ambition to exceed 1,000 stations across its network by 2030. The high-power chargers, typically 150 kW or more, enable rapid top-ups that can reach about 80% of a battery in roughly ten minutes, varying with vehicle models and conditions.
As this expansion unfolds in the low-cost segment, Maarten Wetselaar will continue to oversee Cepsa’s premium service station model. The premium format emphasizes a comfortable customer experience, with amenities such as energy services, convenience shopping, and enhanced loyalty programs. These stations aim to deliver a curated experience that goes beyond fuel, including catering options, supermarkets, parcel collection, and pharmacy services, all designed to deepen customer loyalty and drive repeat visits.
Additionally, Cepsa will integrate Ballenoil’s loyalty platform with its own ecosystem. A new loyalty app, Cepsa Gow, will be paired with Ballenoil’s Easy Fuel, offering a streamlined sign-in experience using a national identity credential. The broader vision is a world-class network where customers can access increasingly decarbonised energy solutions and a menu of convenient energy and consumer services, all within a cohesive brand experience. Pierre-Yves Sachet reiterates the commitment to transforming the station network into a flexible, customer-centric hub for energy diversity and everyday essentials.