Allied Company Limited (ACL), an indigenous oil marketing company, has unveiled its new brand identity to reposition the corporate entity for customers to associate and identify with it.

The re-branding ceremony, which took place in Accra is another significant step in giving ACL a brand a facelift, after operating for the past 16 years and also increase the company's visibility in the crowded market.

Mr Dan Kofi Okudzeto, Executive Chairman, ACL, said the rational for the launching of its new petroleum products and the re-branding was to improve on the company's performance in terms of marketing.

He said the new brand "Allied" would focus on operational efficiency, delivering quality services and customer satisfaction.

Mr Okudzeto said the company has also invested in cutting-edge technology to provide quality service delivery to cherished customers in a fast and timely manner.

He said technology has changed the way business is transacted these days.

He said the company in partnership with Afton Chemical, a world leader in fuel additives has introduced to the local market, a fuel economy product dubbed: "DriveMore," as a performance additive for gasoline and gasoil.

He said the products DriveMore super and DriveMore Diesel is a range of fuel products that replaces the company's normal fuels.

Mr Okudzeto said the new fuels would guarantee customers more mileage experience.

He said the new products enhance power and acceleration of automobiles, cleans and maintains engine, reduces emissions, enhance engines life and prevents rust and corrosion.

The Executive Chairman said the company has also introduced another product called Allied plus fuel card, which comes fully integrated with a customer web portal and SMS application.

He said finance and fleet managers would most especially find these applications useful to easily access their fuel account balance and fleet consumption patterns.

Other useful benefits with the Allied plus fuel card includes an electronic vehicle identification tag system, an off-line system, chip and pin smart cards and user transaction authorisation restrictions.

He said the new mission statement of the company is to use applicable technology to deliver their products and business solutions to their customers in a professional, ethical and timely manner.

Mr Elliot Okudzeto, Chief Executive Officer, ACL said in the next five years Allied would establish 25 new service stations across the country with 500 direct jobs and 1,500 indirect jobs.

He said currently the company provides 300 direct jobs and 1,000 indirect jobs to artisans in the country.

He said the company intends to expand its business operations into West Africa in future and would also introduce high synthetic lubricants of all categories to satisfy the performance of modern automobiles.

Mr Okudzeto said in the long term, Allied would focus on establishing a very strong international brand, whose presence would be felt in the sub- region.

Mr Emmanuel Armah Kofi-Buah, Minister of Energy and Petroleum called on oil marketing associations to continue to encourage its members to provide quality and standard services to their customers.

He said government is committed to support local companies like Allied to improve on their businesses.

He commended the management of Allied for their dedication and commitment to service their consumers.