Ultramar

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

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

• Retail fuel stations
• Convenience store retail
• Fleet fuel management
• Car wash services
• Gasoline marketing

Headquarters

HQ city

Montréal

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Others

Revenue model

1. 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.
2. 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.
3. 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.
4. Fleet Services: Trans-Action fleet management solutions for commercial vehicle operations including fuel cards and fleet tracking.
5. Commercial Accounts: Dedicated commercial fuel and services program for business customers through commercial.ultramar.ca
6. 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

Core 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

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• Parkland CorporationcoreOthersParent 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.coreOthersTrademark licensor for the Ultramar brand. Valero Energy Inc. owns the Ultramar trademark and grants license for use in Canada.
• ChevronminorChannel Partner/ Reseller/ DistributorAssociated fuel brand under the Parkland/Journie network. Chevron-branded stations are part of the broader retail fuel network.
• PioneerminorChannel Partner/ Reseller/ DistributorCar care brand partner providing car wash services at Ultramar locations. Pioneer car wash services are available at select Ultramar gas stations.
• On the RunminorChannel Partner/ Reseller/ DistributorConvenience store brand partner under the Parkland network. On the Run convenience stores are part of the associated brand ecosystem.
• Fas GasminorChannel Partner/ Reseller/ DistributorAssociated fuel brand within the Parkland/Journie network of retail gas stations across Canada.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct 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

• Facebookfacebook.com/ultramarcanada
• Xx.com/ultramar
• LinkedInlinkedin.com/company/ultramar

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ultramar