GAS Petrol Service Stations

What GAS Petrol Service Stations does

GAS Petrol Service Stations (legal entity: Gasoline Alley Services Ltd) is a 100% New Zealand-owned private company that operates a national brand and supply network for 120+ independently owned and operated petrol service stations across New Zealand. Founded in 1999 by Phil Murray in response to the 1988 deregulation of New Zealand's petroleum retail industry, the company was established to keep small, locally owned service stations operational as major oil companies withdrew from marginal sites. From a Head Office team of approximately 12 people, GAS negotiates a collective fuel supply arrangement with BP (the sole supplier since 2003), provides the national GAS brand, and coordinates standardised technology platforms, marketing, and operational support to its member stations.

The core product is BP-supplied fuel — 91 and 95 octane unleaded petrol and diesel — sold at independently owned retail sites spanning New Zealand from top to bottom, including rural heartland, urban, and marine locations (Marsden Cove, Pukenui Wharf, Whangaroa). Supporting products include AdBlue diesel emissions fluid (via Chempro), Castrol oils and lubricants, OnGas 9kg LPG bottle exchange, and Hybrid Fuel Technology fuel additives. Many sites operate 24/7 with card-only unmanned access, and the network accepts BP Fuelcard at over 100 locations and the GAS Gift Card ($10–$200 denominations, sold online and at stations).

GAS makes money primarily on a transaction-fee basis through the collective supply arrangement with BP and through partnership economics across its multi-vendor ecosystem. Individual station owners purchase fuel through GAS's BP-aligned distribution network and resell to end consumers at prices they set themselves; GAS captures network-level economics on the underlying supply and brand. No private equity, venture capital, or parent company ownership is indicated, and the company remains privately held.

Name

GAS Petrol Service Stations

Legal name

Gasoline Alley Services Ltd

Website

https://gasolinealley.co.nz

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

GAS Petrol Service Stations (Gasoline Alley Services Ltd) is a 100% New Zealand-owned private company that operates a national brand and BP fuel supply network for 120+ independently owned petrol service stations across New Zealand, supported by a ~12-person head office.

Ownership category

akta.pro rank

Product category

Retail Fuel Stations

NAICS

Gasoline Stations and Fuel Dealers (457), Gasoline Stations (4571)

SIC

Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro industry

PRIMARYEUALAIAA

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

Energy, Utilities & Environment/Oil & Gas (Upstream, Midstream, Downstream and Refining)/Downstream Fuels Marketing & Retail (Service Stations, Branded Fuels)

SECONDARYEUALAIAB

Branded Fuels Wholesaling & Jobber Distribution

Energy, Utilities & Environment/Oil & Gas (Upstream, Midstream, Downstream and Refining)/Downstream Fuels Marketing & Retail (Service Stations, Branded Fuels)

SECONDARYEUALAIAK

Fuel Pricing, Loyalty & Payments Platforms (POS, Mobile Pay, Fleet Cards, Loyalty Programs)

Energy, Utilities & Environment/Oil & Gas (Upstream, Midstream, Downstream and Refining)/Downstream Fuels Marketing & Retail (Service Stations, Branded Fuels)

Keywords

• Retail fuel stations
• Petrol and diesel
• Fuel card services
• AdBlue distribution
• LPG bottle exchange

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fuel Sales (Petrol & Diesel): GAS stations sell BP-supplied petrol (91 and 95 octane) and diesel to retail consumers. Revenue is generated through the collective supply arrangement with BP, with individual independent station owners purchasing fuel through GAS's distribution network and reselling to end consumers.
2. GAS Gift Cards: Prepaid gift cards sold in denominations of $10 to $200 at participating GAS stations and online. Cards can be used at any participating GAS station, generating transaction-based revenue.
3. AdBlue Sales: AdBlue (diesel emissions fluid meeting ISO 22241-1 standards) is sold at all GAS Petrol Service Stations, providing an additional revenue stream for the network and individual retailers.
4. LPG Bottle Exchange: GAS stations offer exchange of empty 9kg LPG bottles for full ones, supplied through partner OnGas. Revenue is generated per transaction.
5. Oil, Lubes & Fuel Additives: Participating GAS stations sell Castrol-branded oils and lubes, and Hybrid Fuel Technology fuel additives, providing retail margin on non-fuel products.
6. BP Fuelcard Commercial Credit: BP Fuelcard is accepted at over 100 GAS stations nationally, offering commercial customers interest-free credit on fuel, lubricants and on-road products and services. GAS benefits from commercial fleet volume through this channel partnership.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

GAS (Gasoline Alley Services Ltd) operates a national network of 120+ independently owned and operated petrol service stations across New Zealand. The core offering is BP-supplied petrol (91 and 95 octane) and diesel sold at retail, supported by AdBlue, Castrol oils and lubricants, OnGas LPG bottle exchange, Hybrid Fuel Technology fuel additives, GAS Gift Cards, and BP Fuelcard commercial acceptance.

Product overview

GAS (Gasoline Alley Services Ltd) is a 100% New Zealand-owned network of over 120 independent petrol service stations operating under a unified brand. The core offering is BP-supplied fuels — 91 and 95 octane unleaded petrol and diesel — sold at independently owned and operated retail sites nationwide. Supporting the core fuel business, GAS offers complementary products including AdBlue (diesel emissions reduction via Chempro), Oil & Lubes (Castrol), LPG exchange (OnGas), and Fuel Additives (Hybrid Fuel Technology). Convenience services include the GAS Gift Card (prepaid cards from $10–$200), BP Fuelcard acceptance, and retail card payment acceptance. Station format variants include 24-hour card-only sites and marine fuel sites at marinas. The network is managed from a New Zealand head office and positions itself on community-level personal service as a differentiator from larger fuel retailers.

Differentiator

Problem solved

Functional benefit

Products and services

• Petrol and Diesel BP-branded fuels supplied nationally across the 120+ GAS network, including 91 and 95 octane unleaded petrol and diesel, marketed as quality everyday fuels designed to protect vehicle engines. Sold to retail consumers at independently owned GAS-branded stations.
• AdBlue

Named customers1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered core and supporting.

• BPcoreStrategic or Co-development PartnerGAS switched its fuel supply to BP in 2003 after an exhaustive review of options. BP supplies all GAS stations nationally with quality fuels (91 and 95 octane unleaded petrol, diesel) through its distribution network. This supply arrangement has matured and evolved and continues to the present day. GAS's national brand is built on BP-supplied fuels. BP also provides the Fuelcard programme accepted at 100+ GAS stations.
• OnGascoreStrategic or Co-development PartnerOnGas is GAS's preferred partner for LPG supply, supplying the majority of GAS's independent station network. GAS stations offer exchange of empty 9kg LPG bottles for full ones provided by OnGas. OnGas provides safety information and Material Safety Data Sheets for LPG products.
• Chempro (AdBlue supplier)supportingTechnology or IntegrationChempro is the supplier of AdBlue (Diesel Emissions Fluid) to GAS. AdBlue is available at all GAS Petrol Service Stations for vehicles equipped with Selective Catalytic Reduction (SCR) converters. Chempro supplies product meeting ISO 22241-1 and ISO standards.
• Hybrid Fuel TechnologysupportingTechnology or IntegrationGAS partners with Hybrid Fuel Technology (HFT) for the supply of fuel additives at participating GAS stations. Products include Fyrex CI and Eco XP fuel additives, backed by testimonials and test results on HFT's website.
• Castrol NZsupportingTechnology or IntegrationGAS stations partner with Castrol NZ for the supply of engine oils and lubricants at participating locations. Castrol provides an online tool (CheckYourOil.co.nz) allowing customers to find the correct oil by entering their vehicle registration number.

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Regional players

• NPD (Northland Petroleum Distributors): NPD is a New Zealand independent fuel distributor and retailer with a regional service station footprint in the Northland region, directly comparable to GAS's Northland presence and independent station operating model.
• Waitomo Petroleum: Waitomo Petroleum is a New Zealand-based independent fuel retailer/distributor operating branded forecourts, comparable to GAS as a domestically owned fuel brand active in the same NZ retail and supply market.
• United Petroleum (Australia): United Petroleum operates an independent Australian fuel retailer network alongside commercial fuel and lubricant offerings. Comparable to GAS in operating an independent-brand forecourt network serving retail and fleet customers outside the major oil-company banners.

Direct peers

• Allied Petroleum: Allied Petroleum is a New Zealand independent fuel supplier and retailer with a network of branded service stations and commercial fuel operations. Directly comparable to GAS in supplying fuel to a network of independent sites and serving commercial fleet customers.
• Z Energy: Z Energy is New Zealand's largest fuel retailer operating a national network of branded service stations, directly comparable to GAS in retail fuel, forecourt operations and nationwide coverage. The product mix (petrol, diesel, AdBlue, lubricants, loyalty programs) and customer base overlap with GAS's offering.
• Gull New Zealand: Gull is a New Zealand-headquartered, locally owned low-price fuel retailer with branded service stations across the country. Comparable to GAS as a domestic NZ fuel network competing head-to-head for price-sensitive retail and small commercial customers.

Emerging players

• RaceTrac: RaceTrac is a US-based independent fuel and convenience retailer operating a branded forecourt network with strong local community positioning. Comparable to GAS through its independent-station-network model, gift card / loyalty programs, and non-fuel convenience offering layered on retail fuel.
• 7-Eleven New Zealand: 7-Eleven NZ is a convenience-led fuel and retail network in New Zealand combining fuel sales with convenience-store merchandise. Comparable to GAS through its integration of fuel and non-fuel retail at service station locations.

Broad incumbents

• Mobil Oil New Zealand: Mobil NZ operates a network of branded service stations across New Zealand offering petrol, diesel and convenience retail, broadly comparable to GAS as a major fuel retailer competing for the same retail and commercial customers in NZ.
• BP New Zealand: BP NZ is the major oil company that both supplies GAS through its collective supply arrangement and operates its own competing branded retail service station network across New Zealand. Directly comparable as a forecourt operator and fuel supplier; also commercially entangled with GAS via the BP Fuelcard programme.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/gaspetrolservicestationsnz
• Xx.com/gasolinealleynz
• LinkedInlinkedin.com/company/gas-petrol-service-stations

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 GAS Petrol Service Stations