Update: BPAmoco explains itself!

One night while traveling through Hoboken, NJ, former motor fuels buyer Bill Landesman and I came across one of the Amoco stations in transition. After some unsuccessful questioning to the attendant as to whether this green hybrid was a BP or an Amoco station, he produced the following literature for us — in English and in Spanish! Truly a global company!

An accompanying pamphlet contained a series of reassuring questions and answers to calm the understandable concerns over the merger's effect on customers' lives.

"BP and Amoco are joining to become one company! The new company will feature the trusted products and services from BP and Amoco, plus new benefits to bring you a better fueling and shopping experience. The goal is to provide you with features like well-lit secure locations, convenience items you need in a hurry, and high quality fuels. And, because we value you as a customer, we want to provide you with answers to some questions you may have.

Q. How are BP and Amoco changing?
A. Current BP and Amoco locations will both take on the new BP look while keeping the same great benefits you are accustomed to. We'll also be making improvements to bring you more shopping conveniences.

Q. What gasoline will be available at the new BP?
A. BP now offers high quality Amoco fuels at all Amoco and BP locations! Drivers in the United States have rated Amoco fuels #1 in quality year after year.*

Q. Will the gasoline continue to be guaranteed?
A. YES... a continued tradition! We are so confident about the high quality of our fuels that we will continue to back them with a written guarantee.

Q. What does the new BP symbol stand for?
A. A new company deserves a new look. The graphic design represents the essential elements of the new BP. The green symbolizes the environment, and the yellow stands for the ultimate source of energy — the sun! All the elements of the sunburst come together to form the new BP.

Q. What is BP's commitment to the environment?
A. The new BP's dedication to the environment is part of everything we do. We don't believe there has to be a trade-off between great performance for your vehicle and being environmentally responsible.

Q. What if I have a BP or Amoco credit card?
A. If you have a BP or Amoco credit card, you can now use it at more than 15,000 BP and Amoco locations across the country. Look for your newly designed card to arrive in the mail within the next few months.

Q. How can I apply for a new BP credit card?
A. If you would like to apply for a BP credit card, please call 1-866-APPLY-BP (1-866-277-5927) or visit our web site at www.applybp.com.

*Based on a nationwide survey of consumers with a preference"

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Discarded

In the literature, mentions of the old Amoco symbol dance around like visions of sugarplums. Only one brief appearance is made, however, by the retiring BP logo, which has been in use for over seven decades.

According to bp.com:

"The company started at the beginning of the last century as Anglo-Persian Oil and the name of BP was first seen in 1910. The first time the shield was used to envelop the name 'BP' was in 1930."

Time may be running out for the ARCO brand, inherited when BP purchased the once-mighty Atlantic Richfield company.

Quoth BP CEO Sir (!) John Browne on bp.com:

"Our current intent is to leave the ARCO and ampm brands in place and analyse our customers’ views of how these brands fit into the new global company. This detailed and comprehensive review of the ARCO brand attributes will help us determine the best way to integrate our US west coast business in to the new global brand strategy.

We are have [sic] made a commitment to maintain ARCO’s low fuel price strategy on the West Coast and are determined to preserve the values consumers attach to the ARCO brand. We will continue to assess consumer perceptions and, once we have a better understanding, we will make a decision on how best to integrate the ARCO brand under the BP corporate umbrella."

Tick... tick....

 
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