Almost a century later, Chepsa says goodbye to Chepsa. It will be called Moeve in a clear attempt to improve its image.

In September 1929, the first private oil company was born in Spain. This was the second person to arrive in the country. Just two years earlier, in 1927, Kamsa was born with the majority participation of the state.

95 years have passed since then. Now, almost a century later, Spanish Oil Company, SA He leaves his place to Mov. That is, we will no longer find Cepsa service stations near the roads. The company changed its commercial name to this name. This change is apparently aimed at improving the brand’s image and separating itself from hydrocarbons.

Chepsa, I mean… Mov.

With a statement and video. So Cepsa announced what they consider “a historic milestone in the company’s transformation into one of the leaders of the European energy transition.”

In the announcement, the company confirmed that all service stations will completely change their aesthetics. Project rebranding will begin next November and they hope to change the image, name and all signage of their gas stations at a speed 600 refills per year

. That is, it is estimated that the renewal process will last more than two years until it reaches the 1,800 service stations that Cepsa (now Moove) has throughout Spain and Portugal.

The move represents a clear reboot of the brand and reflects an intention to decouple our perception of the company from hydrocarbons. Just watch the preview presentation (above), in which children, adults and seniors say goodbye to dinosaurs (oil) to embrace new forms of mobility.

To try to change the image in our collective imagination, the company is changing the colors from red to blue and green. Fernando de Cordova, brand strategist, explains: “greenwashing” (clean up the brand image by linking it to perceived respect for the environment).

In his thread he explains this the movement was difficult for Chepsa. One option was to create a second product line under a new brand and allow Cepsa as a brand to gradually die. The alternative was a radical image change, but that would force the company to continue to support the same type of business it wants to leave behind.

IN ReasonWhy They explain that the image change goes beyond signage. As an example, they give the tone of the advertisement: “a simple, optimistic, relatable, humane, but at the same time witty, plural and businesslike” voice, which is accompanied by “

sound brand to add a musical touch to the brand to accompany the new logo.”

Rafa Moreno, also a specialist in brandingnotes that with the change in image, Cepsa wanted to emotionally connect with its audience. This movement must be accompanied by actions that support the attempt to market itself as a friendlier, more sustainable company.

In fact, this is precisely what Moeve (formerly Cepsa) itself emphasized when announcing its new brand image. The company emphasized that it carried out “investments up to 8 billion eurosof which more than 60% will be allocated to sustainable businesses such as the production of green hydrogen, second generation (2G) biofuels and green chemicals, as well as ultra-fast electric charging.”

The role Moeve plays in the Andalusian Green Hydrogen Valley was highlighted, where they hope to have 2,000 MW of capacity by 2030 for distribution throughout Europe. For some time, the project has attracted new companies, one of the latest being the Chinese giant Hygreen.

They also recalled that they already have 160 ultra-fast charging points for electric vehicles scattered throughout Spain and that they hope to reach 400 points this year. And to reinforce this message, they recalled that over the past two years they have sold about 70% of their oil assets.

It remains to be seen whether other oil companies will act in the same way as Cepsa, or, conversely, choose to maintain their distinctive features and transform them with more subtle or conservative modifications. It is clear that the company has a clear intention separate your image from fossil fuelsat least for the buyer, which already gives an idea of ​​the negative perception of these brands in recent years.

Photo | move

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