La Gas (The Gas), a new group of franchise service stations, began operations this week with the opening of its first two gas stations in Merida and Campeche.
For the first time in almost 75 years, gasoline will be sold on the streets of Mexico in stations other than the Pemex brand. La Gas is a franchise system launched by five groups: Corpo Gas, Group Enerkom, Hidrosina, Lodemo Network and Corporate GES.
While marketing Pemex fuel, La Gas seeks to differentiate its stations with additional services such as clean restrooms, restaurants, electronic teller machines and loyalty schemes.
In the coming days La Gas will seek to open 25 units with different groups that form them.
Emilio Loret de Mola, CEO of Lodemo Group, noted that this opening shows that the Mexican business community is ready to compete against large foreign brands.
“We want to be consistent with the wave coming, first are the brands, then the quality and the third wave coming release is the price,” he said.
In the same press conference Jorge Lavalle, PAN senator and member of the Energy Committee, said the possibility of liberalizing prices before provisions require it in January 2018 is real and even could be discussed before August in the Senate .
On Monday one of the constituent groups, Hidrosina, reported separately that Pemex will remove the brand in 20 of its stations, one of which was inaugurated today at Avenida Paseo de la Reforma.
While banners and signage of these stations are now private brands, pumps and fuel will remain Pemex.