Opet Petrolcülük

What Opet Petrolcülük does

Opet Petrolcülük A.Ş. is a privately held Turkish fuel distribution and retail company founded in 1989 and headquartered in Ataşehir, Istanbul. It operates one of Turkey's largest branded fuel station networks — over 1,000 retail stations under the Opet and Sunpet brands — supported by 7 bulk storage and distribution terminals (Körfez, Mersin, Giresun, Marmara, Antalya, Aliağa, Kırıkkale) and a private-label fuel product line (UltraForce). The company is a subsidiary of Koç Holding, Turkey's largest industrial conglomerate, and serves individual motorists, corporate fleet operators, government and public institutions, agricultural users, motorcyclists, marine/bunker customers, and airlines.

Its product platform layers three businesses on top of the core fuel retail franchise. The first is retail and B2B fuel, including TEY (CIF) wholesale, transit/bunker sales, and the THY Opet Havacılık Yakıtları A.Ş. joint venture with Turkish Airlines for aviation fuel. The second is a fleet and corporate solutions stack — Otobil (vehicle-mounted electronic fill-up authorization with mileage tracking), Yakıt Kart (fuel card with ERP integration live since 2006), Otokonum (GPS vehicle tracking and driver behavior), UTTS (National Vehicle Recognition System), and the Opet Pro+ commercial program. The third is a consumer digital and loyalty layer — Opet Card, Mavi Program, Paro cross-brand loyalty (Koç Group), Opet Worldcard co-branded credit card with Yapı Kredi, Opet-PeP virtual Visa card, Opet Mobil app, Opet Pay digital wallet (Masterpass-backed), Otobilim contactless key fob, and the AI-powered Akıllı Kampanya Sistemi (Smart Campaign System) that personalizes offers. Non-fuel station extensions include Ultramarket/Fullmarket convenience retail, Ultrakargo courier, Ultratemiz cleaning, and the Fasty QSR brand.

Revenue mechanics are driven primarily by retail and wholesale fuel volumes priced under Turkey's EPDK-regulated open market system (refinery price + SCT + EMRA margin + VAT), supplemented by subscription and transaction fees from fleet management, marketing/loyalty programs, co-branded payments, lubricants via the OPET FUCHS joint venture, and convenience retail. The company reaches consumers through its nationwide station network and dealer/franchise system, targets corporate fleets via enterprise field sales and the Otobilim corporate services portal, and engages digitally through the Opet Mobil app, SMS, and social channels. Customer segmentation spans individual consumers (primary), corporate fleet operators (primary), and secondary verticals including agriculture, motorcycling, marine/aviation, and government.

Name

Opet Petrolcülük

Legal name

Opet Petrolcülük Anonim Şirketi

Website

https://opet.com.tr

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Opet Petrolcülük is a Koç Holding subsidiary operating Turkey's largest branded fuel station network of 1,000+ stations, serving retail motorists, corporate fleets, and B2B customers with fuel, fleet management, loyalty, and digital payment solutions.

Ownership category

akta.pro rank

Product category

Fuel Retail and Distribution

NAICS

Gasoline Stations and Fuel Dealers (457), Gasoline Stations with Convenience Stores (45711), Petroleum Bulk Stations and Terminals (424710)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Wholesale-Petroleum Bulk Stations & Terminals (5171), Wholesale-Petroleum & Petroleum Products (No Bulk Stations) (5172)

akta.pro primary industry

Retail Service Station Operations (Company-Owned & Dealer-Operated) (EUALAIAA)

akta.pro secondary industries

Commercial & Fleet Fueling (Cardlock, On-Site Tanks, Bulk Delivery) (EUALAIAD), 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), Convenience Retail & Foodservice at Forecourts (C-Store/QSR) (EUALAIAE), Fuel Management & Fleet Card Programs (THADAKAH)

Keywords

• Retail fuel distribution
• Fleet management solutions
• Loyalty program services
• Automotive lubricant distribution
• Convenience retail services

Headquarters

HQ city

Istanbul

Offices14 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Retail Fuel Sales: Opet's primary revenue stream from selling refined petroleum products (gasoline, diesel, autogas/LPG) through its network of over 1,000 retail fuel stations across Turkey, priced under the open market system regulated by EPDK.
2. Fleet Management & Fuel Card Services: Revenue from corporate fleet solutions including Otobil system fees, Yakıt Kart fuel card management, and Otokonum vehicle tracking subscriptions. Yakıt Kart has been in use since 2006, integrated with ERP systems of corporate clients.
3. Non-Fuel Retail (Fullmarket, Ultramarket, Ultrakargo, Ultratemiz): Revenue from convenience retail, grocery, courier (Ultrakargo), professional cleaning (Ultratemiz), and Ultrateslim delivery services operating within Opet stations.
4. Industrial & Commercial Fuel Sales: B2B fuel sales through TEY (CIF), marine/bunker, transit sales, and dedicated industrial fuel product lines.
5. Aviation Fuel (THY Opet Havacılık Yakıtları): Revenue from aviation fuel supply operations through the THY Opet Havacılık Yakıtları A.Ş. joint venture serving Turkish Airlines and other carriers.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

Opet Petrolcülük distributes and retails refined petroleum products (gasoline, diesel, autogas/LPG), automotive lubricants and fluids, and operates a nationwide network of over 1,000 fuel stations across Turkey. Beyond fuel, the company provides comprehensive fleet management solutions (Otobil, Otokonum, Yakıt Kart), digital payment platforms (Opet Mobil, Opet Pay, Otobilim, Opet Worldcard), loyalty programs (Opet Card, Mavi Program, Paro), non-fuel convenience services (Ultramarket, Fullmarket, Ultrakargo, Ultratemiz, Fasty), and aviation fuel supply through its THY Opet Havacılık Yakıtları joint venture.

Product overview

Opet Petrolcülük A.Ş. is Turkey's largest fuel retailer operating over 1,000 gas stations with a multi-layered product portfolio combining fuel products, loyalty programs, fleet management solutions, and non-fuel retail services. The core offering centers on fuel products (UltraForce differentiated fuels, AdBlue, lubricants via OPET FUCHS) and loyalty programs (Opet Card with Paro integration, Mavi Program tiers, Opet Worldcard co-branded credit card with Yapı Kredi). Fleet solutions include Otobil (smart fleet management with electronic fill-up tracking), Yakıt Kart (fuel card for contractor control), Otokonum (GPS vehicle tracking), and UTTS (National Vehicle Recognition System). Digital payment innovations comprise Opet Mobil app, Opet Pay digital wallet, Otobilim key-fob contactless payment, and Digital Wallet via Masterpass. Non-fuel retail includes Ultramarket and Fullmarket convenience stores, Ultrakargo, Ultratemiz, and Fasty food service. The company also operates Sunpet brand stations and THY Opet Havacılık (aviation fuel joint venture with Turkish Airlines), plus industrial fuels and B2B solutions like Opet Pro+, Opet Tarım Kart, and Opet Motosikletlilere Özel.

Differentiator

Problem solved

Functional benefit

Brands

• Sunpet: Pet care products and services at Opet stations.
• Opet Fuchs (OPET FUCHS)
• Fullmarket
• Ultramarket
• Ultrakargo
• Ultratemiz
• Fasty
• Opet Mobil
• Opet Pay
• Turuncu Anahtarlık (Orange Keychain)
• Opet Worldcard
• Opet Kart
• Mavi Program (Blue Program)
• Ultra Force
• UltraRace
• UTTS (Ulusal Taşıt Tanıma Sistemi)
• Otobil
• Otokonum
• Otobilim
• Kusursuzluk Elçileri (Perfection Ambassadors)

Products and services

• Retail Fuel Sales (Gasoline, Diesel, Autogas/LPG) Core retail fuel offering sold through Opet's network of more than 1,000 stations across Turkey under Turkey's open market system regulated by EPDK. Sold to individual motorists and commercial accounts at regulated open market prices with consolidated invoicing.
• UltraForce Fuel Line Differentiated fuel product line with enhanced formulation targeting improved engine performance, sold across the Opet station network to motorists seeking premium gasoline and diesel options.
• OPET FUCHS Lubricants (Madeni Yağlar) Mineral oil and lubricant products produced and distributed through the Opet Fuchs joint venture with Fuchs Group, sold at Opet stations and through independent markets to automotive and industrial customers.
• Opet AdBlue (Diesel Exhaust Fluid) Diesel Exhaust Fluid (AdBlue) required for Selective Catalytic Reduction (SCR) emissions systems on modern diesel vehicles, sold at Opet stations.
• OPET Cam Suyu (Windshield Washer Fluid) Windshield washer fluid sold at Opet stations for automotive use.
• OPET Saf Su (Purified Water) Purified water product for automotive batteries, radiators and household use, sold at Opet stations.
• Endüstriyel Yakıtlar (Industrial Fuels) B2B fuel product line covering TEY (CIF) commercial sales, marine/bunker supply, transit sales, and bulk fuel products for industrial and commercial customers.
• Opet Card Loyalty Program Loyalty card program enabling fuel point earning (0.25% on fuel purchases up to 1,000 TL monthly; 0.1% on autogas) and spending exclusively at Opet stations, with multi-brand Paro functionality linking rewards to other Koç group brands.
• Mavi Program (Tiered Loyalty Membership) Tiered loyalty membership offering exclusive privileges to Opet station customers, with an Ultra Üye top tier unlocked by activating Opet Pay.
• Opet Worldcard (Co-Branded Credit Card with Yapı Kredi Bank) Co-branded credit card issued exclusively by Yapı ve Kredi Bankası enabling fuel points (25 TL per 500 TL fuel or autogas purchase, up to 75 TL/month) at contracted Opet stations, with Paro cross-brand functionality.
• Opet PeP Card (Virtual Prepaid Card) Prepaid virtual Visa card for secure online and international shopping with dynamic card numbers and money transfer capability, distributed in partnership with PeP.
• Opet Mobil Mobile Application Mobile application for iOS and Android offering station search, fuel price lookup, loyalty point management, digital wallet payments (Opet Pay), Ultratemiz cleaning bookings, and Smart Campaign personalized offers.
• Opet Pay Digital Wallet Digital wallet feature within the Opet Mobil app offering up to 5% cashback on fuel payments, contactless station payments via Masterpass, and one-time verification codes for secure transactions.
• Digital Wallet (Contactless via Masterpass) Contactless mobile payment solution using Masterpass infrastructure enabling fuel and convenience market purchases at Opet stations without a physical card or cash.
• Otobilim Contactless Payment Key Fob Chip-embedded key fob that communicates with the station pump antenna to enable fuel purchase without cash or credit card, transferring transaction data electronically to Otobil control units.
• Turuncu Anahtarlık (Orange Keychain Payment Device) Physical key chain loyalty and payment device for individual users enabling contactless fueling at Opet stations, linked to a fleet or personal payment account.
• Opet Otobil Fleet Management System Smart fleet solution enabling company vehicles to fill fuel without on-site payment, with mileage monitoring and electronic receipting via vehicle-mounted units, station control units (SICU) and central server connectivity.
• Yakıt Kart (Fuel Card Fleet Program) Corporate fleet fuel card program launched in 2006 enabling companies to control contractor and company vehicle fuel consumption at Opet and Sunpet stations with ERP integration for consolidated reporting.
• Otokonum GPS Vehicle Tracking and Fleet Management GPS-based vehicle tracking system for Otobil-enabled fleet vehicles, providing real-time location, fuel consumption monitoring, driving style analysis, and expense management on a single integrated platform.
• UTTS (Ulusal Taşıt Tanıma Sistemi - National Vehicle Recognition) Turkey's National Vehicle Recognition System (UTTS) deployed at Opet stations for automated fleet fuel tracking and control under Turkish regulatory requirements.
• Opet Pro+ (Professional and Commercial Customer Program) Program offering tailored fuel solutions, pricing and services for professional and commercial business customers across Turkey.
• Opet Tarım Kart (Agricultural Fuel Card) Specialized fuel card and program serving farmers and agricultural businesses with tailored diesel pricing, payment terms and services for agricultural machinery.
• Opet Motosikletlilere Özel (Motorcycle-Specific Program) Specialized motorcycle fuel program offering dedicated products, loyalty offers and services for motorcycle owners at Opet stations.
• Ultramarket Convenience Store Convenience store format at Opet stations spanning 9 main product categories, providing fast-moving consumer goods alongside fuel purchases.
• Fullmarket (Expanded Station Market) Expanded market format within Opet stations offering a broader assortment of convenience products to station visitors.
• Ultrakargo Courier and Pickup Service Courier and cargo delivery/pickup service available at Opet stations for sending and receiving parcels.
• Ultratemiz Cleaning Service Professional cleaning and detailing service for vehicles, available at Opet stations and bookable via the Opet Mobil app.
• Fasty Quick-Service Food Brand Quick-service restaurant brand offering prepared meals, snacks and beverages at Opet stations under the tagline 'Lezzetlerin Enfesti' (Essence of Flavors).
• Sunpet Fuel Station Brand Separate fuel station brand operated by Opet offering petroleum products through its own dealer network, sharing Opet's product portfolio, loyalty systems and corporate fleet solutions.
• THY Opet Havacılık Yakıtları A.Ş. (Aviation Fuel Joint Venture) Aviation fuel supply joint venture with Turkish Airlines (THY Opet Havacılık Yakıtları A.Ş.) operating as a dedicated aviation fuel company supplying Turkish Airlines and other carriers at Turkish airports.

Quantifiable outcome

• Opet has been named 'Most Beloved Brand in the Fuel Sector' for 7 consecutive years
• +2 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability2 records

Feature6 records

Partnerships

Ten partnerships are on record, tiered core, minor and supporting.

• THY Opet Havacılık Yakıtları A.Ş. (Turkish Airlines Opet Aviation Fuels)coreStrategic or Co-development PartnerJoint venture with Turkish Airlines for aviation fuel supply operations. THY Opet Havacılık Yakıtları A.Ş. operates as a dedicated aviation fuel company serving Turkish Airlines and other airline customers at airports across Turkey.
• SunpetcoreChannel Partner/ Reseller/ DistributorSunpet operates as a separate branded station network alongside Opet, selling fuel at Opet and Sunpet filling stations. Sunpet dealers access Opet's product portfolio, loyalty systems, and corporate fleet solutions.
• OPET FUCHS (Fuchs lubricant partnership)coreStrategic or Co-development PartnerOpet Fuchs is a joint venture with Fuchs Group for the production and distribution of mineral oils and lubricants under the Opet Fuchs brand, sold at Opet stations and independent markets.
• Yapı ve Kredi Bankası A.Ş.coreGTM or Marketing PartnerCo-branded Opet Worldcard credit card issued exclusively by Yapı ve Kredi Bankası. Cardholders earn Opet Points on fuel purchases (25 TL per 500 TL purchase at contracted stations). The partnership also provides access to Yapı Kredi's extensive branch and digital banking network for card acquisition.
• Türk Prysmian Kablo (PeP Virtual Card)minorGTM or Marketing PartnerOpet-PeP Virtual Card is a prepaid Visa virtual card provided through PeP (Türk Prysmian Kablo's payment subsidiary), enabling safe online and domestic/cross-border shopping with a changing card number for each transaction. No physical card is currently offered.
• Tanı Pazarlama ve İletişim Hizmetleri A.Ş. (Paro Program)coreStrategic or Co-development PartnerParo is Turkey's largest multi-brand loyalty program managed by Tanı Pazarlama (a Koç Holding company). Opet participates as a founding member alongside Arçelik, Aygaz, Beko, Brooks Brothers, Divan, Koç Finansman, Koçtaş, Mogaz, Özhan Market, Setur, Tat Gıda, Türk Traktör, Yapı ve Kredi Bankası, and Yurtiçi Kargo. Paro enables cross-brand point earning and spending.
• Google LLC (Maps, Analytics, DoubleClick)supportingTechnology or IntegrationOpet uses Google services for station locator maps, Google Analytics for website/app traffic analysis, Google DoubleClick for advertising targeting, and Google Maps API for navigation integration within the Opet Mobil app.
• Meta Inc. (Facebook/Instagram)supportingTechnology or IntegrationOpet uses Facebook tracking pixels and advertising tools for marketing and retargeting campaigns on Facebook and Instagram. Cookie-based advertising enables personalized fuel and loyalty promotions.
• Oracle Corporation (BlueKai DMP)supportingTechnology or IntegrationOpet uses Oracle BlueKai data management platform cookies for mobile marketing campaign personalization, enabling behavioral targeting and customer profiling for promotional activities.
• Koç HoldingcoreStrategic or Co-development PartnerOpet is a subsidiary of Koç Holding, Turkey's largest industrial conglomerate. This parent relationship provides access to Koç Topluluğu corporate culture programs including the Geleneksel Spor Şenliği (Traditional Sports Festival), Koç Akademi training platform, Koç Holding Emeklilik ve Yardım Sandığı Vakfı, and cross-brand loyalty via Paro.

Scale indicators3 records

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• Lukoil Turkey: Russian major's Turkish retail operations; while Russian-owned and now constrained by sanctions, it remains a comparable fuel retail brand competitor in Turkey with branded stations and lubricant offerings.

Direct peers

• Petrol Ofisi: Turkey's largest fuel retailer and Opet's primary domestic competitor. Operates the largest branded station network in Turkey with similar retail fuel, lubricants, fleet cards, and convenience retail offerings, making it the closest direct peer for market share and station economics comparison.
• Shell & Turcas: Shell's Turkish JV with local partner Turcas, operating a nationwide branded fuel station network competing head-to-head with Opet on differentiated fuels, loyalty (Shell Smart Club / V-Power), and non-fuel retail at forecourts.
• BP Turkey: Major international oil major's Turkish retail business, operating branded stations across Turkey with similar fuel, convenience, and loyalty programs, directly competitive with Opet's network in Turkish urban centers and highways.
• TotalEnergies Turkey: French major's Turkish retail and B2B fuel operations, competing with Opet in branded retail stations, lubricants, and fleet card services across Turkey.
• SOCAR Turkey: Azerbaijan state oil company's Turkish downstream subsidiary, with refining (STAR refinery) and branded retail operations that compete with Opet across the petroleum value chain in Turkey.
• Türkiye Petrolleri (TPAO): Turkish national oil company, with branded retail and lubricants presence competing with Opet at the domestic wholesale and retail level, and a state-backed competitor with significant market position in Turkey.

Others

• Fuchs Petrolub: Global lubricants specialist and JV partner in Opet Fuchs, the joint venture through which Opet markets lubricants. Directly comparable on the lubricants distribution side of Opet's portfolio.
• Turkish Airlines (THY) — Aviation Fuel side: Joint venture partner in THY Opet Havacılık Yakıtları A.Ş., providing a benchmark for the aviation fuel and ground services adjacencies Opet operates through this dedicated JV.

Emerging players

• Geotab: Global fleet telematics and vehicle tracking platform comparable to Opet's Otokonum system. While not a fuel retailer, it represents the broader fleet management technology space in which Opet competes for enterprise fleet telemetry and analytics spend.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/opettr
• Facebookfacebook.com/opet

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries10 records

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 Opet Petrolcülük