The Shell brand will soon re-enter the El Salvador fuel retailing market following a brand licensing agreement signed between Shell Brands International AG (“Shell”) and Puma El Salvador, S.A. de C.V. (“Puma Energy”). Puma Energy will rebrand part of its network with Shell offering quality fuels and products to Salvadoran consumers from 2024.
The partnership will combine Puma Energy’s strong presence in El Salvador with Shell’s extensive experience as the global leader in Mobility and proven experience in bringing fuels, lubricants and servicesto motorists worldwide.
This brand license agreement will give Salvadoran consumers access to Shell’s premium fuel and lubricant portfolio, together with comprehensive offers in lower-emission fuels and convenience retail.
Stations in San Salvador and other major cities will be the first in El Salvador to adopt the Shell brand, with the target of completing a strong nationwide presence of 60 Shell branded mobility sites over time.
In addition to the Shell branded network, Puma Energy will continue to operate a network of Puma branded sites in El Salvador offering its products. The announcement follows a similar brand license agreement in Honduras between Shell and PETRHOSA (a Puma Energy company), which was announced earlier in the year, and is expected to see over 100 Shell branded sites operated there.
István Kapitány, Global Executive Vice President of Shell Mobility said: “We are delighted to be extending our partnership with Puma Energy to bring Shell’s quality products and services to El Salvador. Every day, millions of drivers around the world visit Shell service stations for our premium V-Power fuels and great convenience retail offers; and I hope that Salvadoran consumers will enjoy the experience of visiting a Shell station. Brand licensing is a key part of our strategy to grow the Shell brand presence in Latin America and around the world.”
Jose Antonio Alfaro, Puma’s Regional Retail Manager said: “We are excited to be partnering with Shell to expand our portfolio of brands in El Salvador. The partnership will combine the strength of Shell’s global brand with Puma Energy’s deep-rooted market presence and experience in the country. Customers will benefit from more choice and a wider network of Shell and Puma branded retail sites across El Salvador.”