Ultramar is the No 1 brand of fuel in Quebec in terms of gas stations number. The brand has a rich history in Quebec’s La Belle Province.
In 1961, the British company Ultramar plc created a company called Golden Eagle dedicated to its oil operations in Canada (initially in Newfoundland). Twenty years later, in the early 1980s, the company changed its name to Ultramar, retaining the golden eagle as the new company logo. But before that, in 1971, as it was 10 years old, the company built an oil refinery in Saint-Romuald (now part of Lévis). This installation will be enlarged several times and modernized thereafter. In 1979, Ultramar purchased a series of gas station networks from other companies: CFM (Canadian Fuel Marketers), Gulf, Sergaz, Sunoco and Spur. In 1983, it acquired Gulf’s assets in Eastern Canada.
In 1989, Ultramar‘s refining capacity was increased to 130,000 barrels, or about 20.7 million liters per day. In 1994, Ultramar bought the Sergaz stations network. In 1995, it launched the Dépanneur Du Coin convenience stores banner, buying several Sunoco stations in the Quebec City area. In 2001, the Saint-Romuald refinery (in Lévis) was renamed Raffinerie Jean-Gaulin in tribute to former Ultramar President Jean Gaulin. In 2002, capacity was increased to more than 215,000 barrels, or about 34 million liters per day. When it was acquired by Valero, this refinery became one of the 14 refineries of the Valero Group, which in 2010 produced about 2,600,000 barrels per day.
In addition to gas refueling, the Ultramar network of gas stations offers a wide range of products and services to satisfy the needs of motorists.
The other Ultramar gas stations network in Quebec is called Dépan Express and brings together independant retailers. It is based on a partnership agreement that translates into additional sales thanks to the tools available to them, while remaining “their own boss”.
The network has been managed for several years by CST (former division of Valero) but has just been sold to Parkland Fuel Corporation through a transaction with Couche-Tard.
Services offered under an Ultramar agreement
- A sales team in Eastern Canada;
- Personalized credit support;
- A centralized pricing system;
- A state-of-the-art distribution service;
- Strategic agreements with suppliers;
- The assistance of merchandising advisors;
- Engineering and construction consultancy;
- A proactive marketing service.
Gasoline Brand Network
| Name: | Ultramar |
|---|---|
| Ranking (gas brands): | 1st of 19 |
| Number of gas stations: | 424 |
| Description: | Petroleum products imported and refined by Valero Energy in Lévis and distributed in various terminals and gas station networks throughout Quebec. |
| Franchisor: | Parkland Fuel Corporation (formerly CST) |
| Business Models: | Type A) Company-operated store / employee-operated Type D) Affiliated independent store (banner) |
| Website: | Ultramar gas stations |