Spain faced a notable shift in its fuel retail landscape as President Pedro Sánchez’s government began a temporary 20 cent discount on fuel, a move aimed at easing the impact of rising prices. The policy affected multiple sectors and sparked a broader discussion about continuing consumer relief. In parallel, a separate 10 cent discount for customers using the Waylet payment and loyalty app signaled an ongoing commitment to price relief through a wintertime strategy aimed at cooling price pressures and shaping competitive dynamics in the market. While uncertainty lingered about ceasing or extending these measures, industry players watched closely as the price war among major brands began to take shape in response to the discount dynamics.
Josu Jon Imam, the executive figure guiding the company, pledged to maintain a consistent discount period for all consumers. From the end of the government’s program on January 1 through March 31, more than 3,300 service stations across Spain observed a blended price reduction. The breakdown at this stage showed a 30 cent discount overall, composed of 10 cents provided directly by the company and 20 cents from the government, applying to all users of the Waylet transition app at the point of payment. Cumulatively, companies estimated savings approaching 440 million euros since the government bonus began on April 1, 2022.
The discounts catalyzed scrutiny from national regulators, with investigations led by the National Market and Competition Commission in conjunction with other industry actors. The inquiry involved large oil groups such as Cepsa and BP and examined concerns about how independent gas station operators perceived shifts in pricing power. A central point of contention was the advantage perceived to be enjoyed by larger groups when substantial consumer discounts were paired with higher wholesale costs, a dynamic that could distort competition and influence market access for smaller operators.
Repsol, while a focal point of the debate, highlighted a strategic view of the discount program as a form of investment rather than a simple expenditure. Company leadership described the Waylet initiative as a loyalty-building tool, noting that the user base had expanded significantly since the program’s inception. From an estimated 2 million Waylet users, the platform reportedly surpassed 5.5 million at the latest count presented during a quarterly results briefing. The executive emphasized the pace of adoption, joking that the app had surged beyond popular social platforms in download velocity within Spain. The claim reflected a broader narrative that the discount program was delivering value beyond immediate price cuts, contributing to long-term customer retention and brand engagement.
Waylet itself offers a suite of practical functions extending beyond fuel purchases. Users can refuel without stopping at a cash register, manage electric vehicle charging, execute quick and secure payments from a contactless mobile device, and handle regulated parking payments across more than 22 locations. The Waylet ecosystem has grown with participation from thousands of businesses, including notable names such as El Corte Inglés, Burger King, Popeyes, Paradores, First Stop, La Casa de las Carcasas, Federópticos, and Petuluku. The expansion of the app’s merchant network reflects a strategic effort to embed the platform in daily consumer routines, leveraging convenience to reinforce loyalty and preference for partner brands.