Excel Fuels Converting Stations to VP Brand
OKLAHOMA CITY — Excel Fuels LLC is the latest independent petroleum distributor to partner with the VP Racing Fuels Inc. branding program. Excel plans to convert its 11 corporate-owned E-Express locations to the VP brand, with 29 independent locations to follow.
Each store will carry VP's race fuel blends, as well as VP's lineup of consumer products, the companies said.
"The first thing that caught my attention about VP's program was the option to buy fuel on the open market, which saves us 8 cents to 10 cents per gallon and makes us much more competitive," said Excel Fuels President Neal Do. "At the first station we converted, these savings enabled us to match the price of a super independent we compete with and we've already seen a 30-percent increase in gallons. Not only are we making more money per gallon, we're selling more gallons."
Excel's customers will continue to be able to take advantage of its loyalty program after the conversion, Do noted.
"We're extremely pleased to welcome Excel Fuels to Team VP," added Alan Cerwick, president of VP Racing Fuels. "Neal Do is an astute businessman and very well respected in the industry, so his enthusiasm means a great deal. Neal immediately saw the advantages of our program and is going all in with race fuels, VP Small Engine Fuel and VP Madditives, with long-term plans to offer VP101 unleaded performance fuel at the pump once the program is established. Our partnership with Neal will provide a big boost to the expansion of VP's brand program in Oklahoma."
Excel Fuels was founded in 1988 with a single leased store and today owns all its property, including retail stores, a corporate office and distribution center.
"To me, VP's branding program is a real turning point," said Do. "For too long, major brands have taken advantage of station owners, but VP's program is changing the playing field. On its own, our E-Express brand wasn't big enough or widely recognized, but partnering with VP Racing Fuels will position us to grow aggressively not only in Oklahoma, but beyond."