VP Racing Fuels announced Excel Fuels, one of the largest independent petroleum distributors in Oklahoma, has partnered with VP in its retail branding program. Oklahoma City-based Excel plans to convert each of its 11 corporate-owned E-Express locations to the VP brand with 29 independent locations to follow. Each store is expected to carry VP’s race fuel blends as well as VP’s array of consumer products.
Neal Do, President of Excel Fuels, LLC, was quick to grasp the advantages of VP’s branding program. “The first thing that caught my attention about VP’s program was the option to buy fuel on the open market, which saves us $.08-.10 per gallon and makes us much more competitive. 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% increase in gallons. Not only are we making more money per gallon, we’re selling more gallons.
“VP’s brand also helps differentiate our sites from the competition with a premium look, a premium reputation, and race fuels that are the fuel of choice for performance enthusiasts,” Do added. “VP’s race fuel blends represent an additional profit center for our dealers and are something no other brand can offer. In addition, VP’s credit card fees are the lowest in the industry, which has saved more than $2000 per month at one of our stations. We’re also happy that, despite the change, retail customers will be able to continue taking advantage of Excel’s popular loyalty program.”
“We’re extremely pleased to welcome Excel Fuels to Team VP,” said 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.”
“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.”