Ampol Unveils New Amplify Premium Fuels and Celebrates Return to Australian Motorsport

Thursday 13 August 2020 

Ampol has today unveiled its new Premium Fuels brand – Amplify – in partnership with the Red Bull Holden Racing Team.

The Red Bull Holden Racing Team will celebrate the launch of Amplify by updating car livery and race suits in time for the Virgin Australia Supercars Championship event in Darwin this week. The cars will feature both the modernised Ampol logo, with the leaning ‘A’ representing the company’s forward momentum, and the new Amplify Premium Fuels brand, replacing Caltex.

Matt Halliday, Ampol’s Managing Director and Chief Executive Officer said that Amplify brings to life the company’s longstanding experience developing a broad range of premium fuels tailored to local conditions.

“Ampol’s knowledge and experience in fuel technology and global sourcing is unparalleled in the Australian market and the new Amplify brand and partnership with the Red Bull Holden Racing Team captures and celebrates our continued commitment to deliver the world’s best fuels technologies and high performance for all customers.

“We have had strong presence in Australian motorsport for over 60 years and we can’t wait to see the new Ampol brand return to Australian motorsport this weekend,” Matt said.

Current Supercars drivers, Jamie Whincup and Shane van Gisbergen, are looking forward to celebrating the launch of Amplify Premium Fuels when they line up for the coveted Darwin Triple Crown. 
“Ampol has a long history in Australian motorsport and I’m excited that the Red Bull Holden Racing Team is part of its return,” said Whincup.

“Ampol’s commitment to the ongoing evolution and adoption of the latest fuels technology aligns with our own passion for high performance. We’ll have the new Ampol and Amplify Premium Fuels logos on our cars from this weekend and we’ll be doing our best to give the brand a successful return to the track.”

The formulations behind Amplify Premium Fuels are backed by Ampol’s 83 years of experience developing fuels products in Australia. The Amplify Premium Fuels additives and quality control will continue to be delivered by Ampol, leveraging the company’s extensive capabilities.

The Amplify range of fuels has been extensively tested by experts in real world Australian conditions as well as in research laboratories to ensure the formulations deliver on their promise to clean and protect, help customers get the most from every tank and to maximise performance.

Through its heritage operating under both the Ampol and Caltex brands, Ampol has a rich history of supporting Australian motorsport, with Ampol famously sponsoring the Round Australia Trials - the Ampol Trials - in the 1960s and Caltex sponsoring Colin Bond Racing in the 1980s. More recently, Ampol was the naming rights partner of Ampol Max 3 Racing in the Australian Touring Car Championship of the 1990s, with famous driver Bob Jones at the wheel.

Jones is thrilled to see the brand back in the Australian motorsport landscape.

“It’s fantastic to see the Ampol brand back in Australian motorsport. It has a rich history in car racing and is a brand that’s always been about high-quality products for all Australians,” said Jones.  
“The re-introduction of Ampol is quite nostalgic for me and I will be very proud when I see the logo on the cars in Darwin this weekend.”

The Amplify Premium Fuels brand will launch at the first Ampol pilot stores which open this month in Granville and Concord NSW, with over 1900 sites to transition to the Ampol and Amplify brands over the next two years.

In 2020, Ampol is set to strengthen its partnership with Red Bull Holden Racing Team and will roll out fan engagement activations throughout the Supercars season. Former Supercars Champion, Craig Lowndes, will head up the ‘Ampol Pit Stop’, a premium webinar series providing exclusive insight into the Red Bull Holden Racing Team and the personnel that make it so successful. 

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