Winnipeg motorists in the Polo Park area are among the first in the country to be able to fill up with Mobil gas.
In July, Loblaw Companies Ltd., which also owns Real Canadian Superstores, sold its 213 gas stations attached to its stores across the country to Brookfield Business Partners for $540 million.
It is one of the largest gas station/convenience store networks in Canada and all of them will be rebranded as Mobil as part of an agreement with Imperial Oil. The move marks the introduction of the Mobil fuel brand into Canada.
The gas station attached to the Superstore at Sargent Avenue and St. James Street is one of the initial four sites across the country to complete the conversion.
Joe Calderone, the CEO of Brookfield's new gas station operations, said the company is in the process of transforming more than 200 retail gas stations adjacent to Loblaw-owned groceries stores to the Mobil fuel brand over the course of the next year.
"We are pleased to have a new location in Winnipeg," Calderone said, adding there will be eight more in this city as the conversion continues.
"Mobil has a strong reputation as a leading fuel brand globally," Calderone said in an email exchange. "The Mobil brand also enables us introduce Imperial Oil's Synergy Gasolines. These have special detergent additives, which give them top tier status, recommended by leading car manufacturers."
The strategy of introducing Mobil fuel in Canada is to build on its profile as a premier service station brand in the U.S. where is has deep presence across key markets.
Brookfield Business Partners is the publicly listed unit of Brookfield Asset Management, an alternative asset manager with about $250 billion of assets under management.
The gas stations will continue to allow customers to collect PC points through Loblaw's/Superstore's PC Plus loyalty program and by using PC Financial products.
Martin Cash has been writing a column and business news at the Free Press since 1989. Over those years he’s written through a number of business cycles and the rise and fall (and rise) in fortunes of many local businesses.