The Esso fuel brand is owned by Ontario, Sarnia-based Imperial Oil. The company, which was previously vertically integrated, from petroleum extraction to distribution, now focuses on the upstream side of distribution and has moved away from less profitable retailing, a general trend in most major oil companies.
Esso is an international gasoline brand associated with the US oil company ExxonMobil. The name is derived from the initials of Standard Oil before 1911, when it was called Eastern States Standard Oil (ESSO). In 1972, this brand was largely replaced in the US by the Exxon brand after buying Humble Oil, while Esso remained widely used elsewhere in the world.
Esso puts forward a premium gasoline brand called Synergy, designed to help reduce fuel consumption. This gasoline contains various additives such as:
- Solvent Fluid # 1: Allows the additive ingredients to remain mixed to maintain their flow and not to freeze at very low temperatures.
- Solvent Fluid # 2: Allows detergent to be released in its most compact form.
- Anti-adhesion compound: Prevents detergents from forming a sticky film on the intake valves, which in turn helps to prevent cold starting problems at low temperatures.
- Corrosion Inhibitor: Helps prevent rusting in the fuel dispensing system and on key engine components that are in contact with fuel, such as the fuel tank and intake valves.
- Demulsifier: Prevents water from dispersing in additives in the dispensing system. Allows you to extract water to prevent it from accumulating in your tank.
- Detergent: Provides excellent protection against deposits on the intake valves of conventional injection engines (injection in the intake duct). Cleaner engine parts can help improve fuel efficiency.
- Molecular Tracers: Allow us to determine if the amount of additives added to our fuel is adequate.
The brand has its own loyalty card (Esso Extra). It is also a part of the Aeroplan program.
Type of Franchising
The Esso network is made up of both integrated corporate stations managed by dealers and franchises with independent retailers or established retail chains. The brand also uses “branded wholesalers”, like Harnois Groupe Pétrolier to subcontract and manage the brand with independent third parties.
Gas Brand Network
| Name: | Esso |
|---|---|
| Ranking (gas stations): | 4th of 19 |
| Number of gas stations: | 265 |
| Description: | Global fuel brand |
| Franchisor: | Imperial Oil |
| Type of Franchise: | Type B) Company-operated store / dealer-operated Type D) Affiliated independent store (banner) |
| Website: | Esso |
| Facebook: | Esso Canada on Facebook |