Ultramar
- Company typePrivate
- Founded1961
- HeadquartersMontréal, Canada
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
Ultramar firmographics
Firmographics- Name
- Ultramar
- Legal name
- Ultramar (brand operated by Parkland Corporation under license from Valero Energy Inc)
- Website
- https://ultramar.ca
- Company type
- Private
- Founded year
- 1961
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Ownership category
- akta.pro rank
Ultramar industry classification
Industry- Product category
- Retail Fuel Stations
- NAICS
- Gasoline Stations with Convenience Stores (457110), Gasoline Stations (4571)
- SIC
- Retail-Auto Dealers & Gasoline Stations (5500), Services-Automotive Repair, Services & Parking (7500)
- akta.pro primary industry
- Convenience Retail & Foodservice at Forecourts (C-Store/QSR) (EUALAIAE)
- akta.pro secondary industries
- Fuel Pricing, Loyalty & Payments Platforms (POS, Mobile Pay, Fleet Cards, Loyalty Programs) (EUALAIAK), Non-Fuel Retail & Ancillary Forecourt Services (Car Wash, Auto Care, ATM/Lottery, Parcel Lockers) (EUALAIAJ)
Keywords
Where Ultramar is headquartered
LocationHeadquarters
- HQ city
- Montréal
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Ultramar business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Others
Revenue model
- Fuel Sales: Sale of automotive fuel (UltraMax brand) at retail gas stations across Canada. Revenue is generated through per-transaction fuel purchases by individual and fleet customers.
- Convenience Store Sales: Revenue from Marche Express convenience stores offering food, coffee, snacks, and everyday items. Customers make one-time purchases at point of sale.
- Car Wash Services: Self-service wash stations and full-service car washes available at select locations. Provides both self-serve and attended wash services for vehicle cleaning.
- Fleet Services: Trans-Action fleet management solutions for commercial vehicle operations including fuel cards and fleet tracking.
- Commercial Accounts: Dedicated commercial fuel and services program for business customers through commercial.ultramar.ca
- Gift Cards: Prepaid gift cards redeemable for gasoline or any products in Ultramar convenience stores.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels3 records
Ultramar product offering
Product offeringCore offering
Ultramar operates a network of full-service gas stations across six Canadian provinces, selling UltraMax-branded gasoline and diesel alongside Marché Express convenience stores, car wash facilities, gift cards, and the Journie rewards loyalty app. The company also serves commercial customers through dedicated commercial accounts and the Trans-Action fleet fuel card and tracking program.
Product overview
Ultramar is a Canadian gas station chain (owned by Parkland Corporation) offering a portfolio of fuel, convenience, and automotive services. The core offering is full-service gas stations providing UltraMax fuel products. Supporting the stations are Marché Express convenience stores, car wash services (self-wash and full-service), Ultramar Gift Cards, and the Journie Rewards mobile app that delivers customer loyalty benefits. The company operates across multiple Canadian provinces including Ontario, Quebec, New Brunswick, Nova Scotia, Newfoundland and Labrador, and Prince Edward Island.
Differentiator
Problem solved
Functional benefit
Brands
- Journie: Rewards program app for Ultramar customers offering savings and rewards on fuel and convenience store purchases.
- Marché Express
- UltraMax
Products and services
- Ultramar Gas Stations
Companies that use Ultramar
Customer profileSegments3 records
Ideal customer profiles2 records
Ultramar technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Ultramar partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Parkland CorporationcoreParent company and operator of the Ultramar brand. Parkland Corporation owns and manages Ultramar gas stations across Canada under licensing agreement with Valero Energy Inc.
- Valero Energy Inc.coreTrademark licensor for the Ultramar brand. Valero Energy Inc. owns the Ultramar trademark and grants license for use in Canada.
- ChevronminorAssociated fuel brand under the Parkland/Journie network. Chevron-branded stations are part of the broader retail fuel network.
- PioneerminorCar care brand partner providing car wash services at Ultramar locations. Pioneer car wash services are available at select Ultramar gas stations.
- On the RunminorConvenience store brand partner under the Parkland network. On the Run convenience stores are part of the associated brand ecosystem.
- Fas GasminorAssociated fuel brand within the Parkland/Journie network of retail gas stations across Canada.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
Ultramar competitors and assessment
Company assessmentDirect peers
- Petro-Canada (Suncor Energy): Major Canadian gasoline station and convenience retailer operating a national network across all provinces. Direct competitor to Ultramar in fuel, convenience retail, and loyalty programs, with stronger Western Canada presence.
- Esso (Imperial Oil): Operates one of the largest gas station networks in Canada under the Esso brand with associated On the Run convenience stores. Directly comparable forecourt model including fuel, c-store, and car wash.
- Shell Canada: Global fuel major with a substantial Canadian gas station and convenience retail footprint. Competes with Ultramar on fuel quality, loyalty (Shell GO+), and convenience offerings.
- Couche-Tard / Circle K: Canadian-headquartered global operator of Circle K convenience and fuel retail stores. Highly comparable integrated fuel-and-c-store model with a stronger loyalty platform (Inner Circle) and significantly larger scale.
- 7-Eleven Canada: Operates franchised and corporate convenience and fuel retail locations in Canada. Direct competitor in the convenience-led fuel retail segment, particularly in urban markets.
- Canadian Tire Gas+: Canadian Tire's Gas+ network offers branded fuel retail often co-located with Canadian Tire stores. Competes with Ultramar on convenience, geographic coverage, and cross-brand loyalty (Triangle Rewards).
Others
- Valero Energy: US-based refining and fuel marketing major that owns the Ultramar trademark and licenses it to Parkland. Connected as the brand IP owner rather than a direct retail competitor in Canada.
- Parkland Corporation: Publicly traded parent operator of the Ultramar brand and the broader Canadian retail portfolio including Chevron, Pioneer, Fas Gas, and On the Run. Provides capital, strategy, and operational scale to Ultramar.
Broad incumbents
- BP / Petro-Points: Global integrated oil major with branded retail in Canada and a strong loyalty program (Petro-Points). Competes with Ultramar on fuel retail at a smaller Canadian footprint but with deep brand recognition.
Regional players
- Costco Wholesale (Canada): Operates fuel stations adjacent to its warehouse clubs across Canada, including in eastern provinces. Competes primarily on fuel price rather than convenience services, putting pressure on Ultramar's everyday-value positioning.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Ultramar social profiles
Digital presenceUltramar financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ultramar leadership team
Management profileNumber of profiles
Ultramar funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ultramar M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Ultramar
What does Ultramar do?
Ultramar operates a network of full-service gas stations across six Canadian provinces, selling UltraMax-branded gasoline and diesel alongside Marché Express convenience stores, car wash facilities, gift cards, and the Journie rewards loyalty app. The company also serves commercial customers through dedicated commercial accounts and the Trans-Action fleet fuel card and tracking program.
Is Ultramar a public or private company?
Ultramar is a private company. It is classified as corporate owned and is currently operating.
When was Ultramar founded?
Ultramar was founded in 1961. It employs 1,001 to 5,000 people.
Where is Ultramar based?
Ultramar is headquartered in Montréal, Canada, in the North America region.
How does Ultramar make money?
Six revenue lines are on record. Fuel Sales are the primary driver. The others are convenience Store Sales, car Wash Services, fleet Services, commercial Accounts and gift Cards.
Who are Ultramar's main competitors?
Direct peers on record are Petro-Canada (Suncor Energy), Esso (Imperial Oil), Shell Canada, Couche-Tard / Circle K, 7-Eleven Canada and Canadian Tire Gas+. Others are Valero Energy and Parkland Corporation. BP / Petro-Points is listed as a broad incumbent. Costco Wholesale (Canada) is listed as a regional player.
Does Ultramar have an API?
No public API is recorded for Ultramar.
What industry is Ultramar in?
Ultramar's product category is Retail Fuel Stations. Its primary akta.pro industry code is EUALAIAE, Convenience Retail & Foodservice at Forecourts (C-Store/QSR), with a secondary code of EUALAIAK, Fuel Pricing, Loyalty & Payments Platforms (POS, Mobile Pay, Fleet Cards, Loyalty Programs). Its NAICS code is 457110 and its SIC code is 5500.