M Oil

What M Oil does

M Oil (legal entity: Güzel Enerji Akaryakıt A.Ş.) is a Turkish fuel retailer and lubricants producer operating under OYAK (Armed Forces Mutual Fund) ownership. The company runs a branded network of fuel stations spanning all 81 Turkish provinces, selling diesel (standard Motorin and premium PowerM Motorin), unleaded gasoline, autogas (LPG), and AdBlue (M Oil Blue). Lubricants are manufactured at the Çiğli, İzmir facility under BOA and GRADO Premium brands, holding Mercedes-Benz and Volvo/Mack/Renault OEM approvals and TÜRKAK-accredited ISO/IEC 17025 laboratory certification; distribution runs through 22 named wholesalers across Turkey plus Northern Cyprus (DGR Automotive Ltd).

The company operates three service platforms on top of its fuel retail core. Yakıtmatik is a proprietary fleet fuel management system enabling cashless pump transactions, real-time consumption reporting, and UTTS (National Vehicle Recognition System) compliance for commercial fleet operators; discounts of up to 5% are available via Arvento and Paraf commercial card partnerships. M Oil Market is a 24/7 convenience retail format at selected stations with monthly rotating promotional campaigns. Customer relations are handled through a call center (0850 288 4 800) with SMS-based complaint tracking. Selected stations are co-branded as "TotalEnergies - M Oil."

M Oil's revenue model is primarily transactional fuel margins on regulated retail pump prices (Motorin ~64.61 TL/L, gasoline ~62.78 TL/L, LPG ~36.42 TL/L in Istanbul Anatolia as of July 2026), supplemented by lubricant wholesale, Yakıtmatik fleet service fees, and convenience store sales. Customer segments include individual retail consumers (served through bank co-branded loyalty campaigns with Ziraat, Halkbank, İş Bankası, and Vakıfbank), commercial fleet operators, lubricant distributors, and workshops. Headquarters are at OYAK Dragos Plaza in Maltepe, Istanbul.

Name

M Oil

Legal name

Güzel Enerji Akaryakıt A.Ş.

Website

https://moil.com.tr

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

M Oil is an OYAK-backed Turkish fuel retailer and lubricants producer operating a branded station network across all 81 Turkish provinces, with co-branded TotalEnergies sites, Yakıtmatik fleet management, M Oil Market convenience stores, and BOA/GRADO lubricants holding Mercedes-Benz and Volvo OEM approvals.

Ownership category

akta.pro rank

Product category

Fuel Retail and Lubricants

NAICS

Gasoline Stations (4571), Fuel Dealers (45721), Petroleum Lubricating Oil and Grease Manufacturing (324191)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), 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

Convenience Retail & Foodservice at Forecourts (C-Store/QSR) (EUALAIAE), Commercial & Fleet Fueling (Cardlock, On-Site Tanks, Bulk Delivery) (EUALAIAD), Branded Fuels Wholesaling & Jobber Distribution (EUALAIAB)

Keywords

• Fuel retail
• Diesel gasoline
• Lubricant manufacturing
• Fleet management
• Convenience retail

Headquarters

HQ city

Sisli

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Fuel Retail (Petrol, Diesel, Autogas): Sale of refined petroleum products — diesel (including PowerM premium variant), unleaded gasoline, and autogas (LPG) — through a national network of M Oil branded gas stations, with prices displayed at pump and varying by region.
2. Convenience Retail (M Oil Market): Sale of consumer packaged goods, snacks, beverages, automotive accessories, and personal care items through M Oil Market convenience stores located at selected stations. Monthly rotating discounted 'product of the month' campaigns drive footfall and basket size.
3. Lubricants and Motor Oils: Production and distribution of a full range of lubricants — passenger car motor oils, heavy-duty diesel engine oils, motorcycle oils, transmission/differential oils, marine oils, industrial oils, and greases — through distributors across Turkey and export markets, backed by OEM approvals from Mercedes-Benz and Volvo.
4. Yakıtmatik Fleet Management Services: Subscription or account-based fleet fuel management service for commercial operators. Enables control of fuel consumption, reporting, and fleet tracking. Revenue generated through per-transaction fees and margin on fuel sales to enrolled fleet vehicles. UTTS (National Vehicle Recognition System) integration is offered as part of compliance.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

M Oil sells refined petroleum products (diesel including PowerM premium variant, unleaded gasoline, and autogas/LPG) through a nationwide network of branded gas stations in Turkey, alongside a full range of automotive and industrial lubricants (BOA and GRADO Premium brands) produced at its Çiğli, İzmir factory. The company also operates M Oil Market convenience stores at select stations and provides Yakıtmatik, a proprietary fleet fuel management system with real-time digital reporting and UTTS regulatory compliance integration for commercial fleet operators.

Product overview

M Oil is a Turkish fuel retail brand backed by OYAK (Armed Forces Pension Fund), operating a network of fuel stations across Turkey. The product portfolio includes three main categories: (1) Fuel Products - standard fuels (Motorin/Diesel, Kurşunsuz Benzin/Unleaded Gasoline, Otogaz/LPG), premium differentiated fuel PowerM Motorin with enhanced detergent technology, and M Oil Blue (AdBlue) for emissions reduction; (2) Services - M Oil Market convenience stores at select stations, Yakıtmatik fleet fuel management system enabling cashless fuel purchases with digital consumption reporting, and UTTS (National Vehicle Recognition System) for automated plate recognition at pumps; (3) Lubricating Oils - comprehensive range including passenger vehicle motor oils (BOA, GRADO brands), heavy commercial vehicle oils, motorcycle oils, transmission/differential oils, marine oils, industrial oils, and greases, with OEM approvals from Mercedes-Benz and Volvo/Mack/Renault. The company operates a Quality, Safety, Environment, and Laboratory management system certified to ISO 9001, ISO 14001, and ISO/IEC 17025 standards.

Differentiator

Problem solved

Functional benefit

Brands

• PowerM: Premium diesel fuel brand with advanced cleaning technology and performance additives
• M Oil Market
• Yakıtmatik
• UTTS (Ulusal Taşıt Tanıma Sistemi)
• Grado

Products and services

• PowerM Motorin (Premium Diesel) Premium diesel fuel with proprietary additive package for engine power improvement, injector cleanliness, cetane enhancement, and reduced foam formation. Sold at M Oil branded gas stations for retail consumers and commercial fleet operators across Turkey.
• Motorin (Standard Diesel) Standard diesel fuel for vehicles and heating applications distributed across M Oil stations throughout Turkey. Government-regulated per-liter pricing publicly displayed at each pump.
• Kurşunsuz Benzin (Unleaded Gasoline) Unleaded gasoline compliant with TSE standards and EPDK technical regulations, featuring detergent additives for engine cleanliness, lubricity for protection, and low emissions. Sold at M Oil branded stations across Turkey at approximately 62.78 TL/L.
• Otogaz (LPG Auto Gas) Liquefied petroleum gas (LPG) available at M Oil branded fuel stations across Turkey for LPG-powered vehicles.
• M Oil Market Convenience Store 24/7 convenience stores operating at selected M Oil fuel stations, offering snacks, beverages, automotive accessories, personal care products, and seasonal promotional items with rotating monthly discounted 'product of the month' campaigns.
• Yakıtmatik Fleet Management System Subscription/account-based fleet fuel management service for commercial operators enabling cashless fuel purchasing at M Oil stations, with real-time digital reporting of vehicle consumption, mileage tracking, driver accountability controls, and UTTS regulatory compliance integration. Quote-based pricing depending on fleet size, consumption, location, and product type.
• Madeni Yağlar (Lubricating Oils) Full range of automotive and industrial lubricating oils including passenger car motor oils (BOA ULTRA MAX, BOA NITRO MAX, GRADO PREMIUM), heavy-duty diesel engine oils, motorcycle oils, transmission and differential oils, marine oils, industrial oils, and greases. Produced at the Çiğli, İzmir factory with TÜRKAK-accredited laboratory testing and Mercedes-Benz and Volvo/Mack/Renault OEM approvals. Distributed through 22 lubricant distributors across Turkey and Northern Cyprus.
• M Oil Blue (AdBlue) AdBlue (diesel exhaust fluid) solution for selective catalytic reduction emissions technology, reducing nitrogen oxide emissions from diesel vehicles. Distributed through M Oil station network across Turkey.

Quantifiable outcome

• Up to 6% engine power increase when using PowerM diesel vs standard diesel
• +6 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Six partnerships are on record, tiered minor and core.

• ArventominorGTM or Marketing Partner · 14 April 2025Fleet technology partnership for Yakıtmatik customer acquisition. Arvento fleet management app users who are not yet Yakıtmatik members receive up to 5% discount on M Oil Yakıtmatik fuel purchases (Apr–Jun 2025). Discount rate varies by monthly fuel consumption, location, product type, and payment method, determined by Yakıtmatik sales representatives. Companies must apply via the dedicated campaign link in the Arvento app.
• Ziraat Bankası / BankkartcoreGTM or Marketing PartnerOngoing co-branded loyalty campaign partnership. Bankkart holders earn Bankkart Lira cashback rewards on fuel purchases at M Oil stations. Current active campaign (Oct–Nov 2024 / Jan–Feb 2025): 240 TL Bankkart Lira for 4 qualifying purchases of 800 TL+ at different days. Previous campaigns offered 175 TL, 75 TL rewards with varying thresholds. The partnership drives repeat fuel purchases and customer acquisition.
• Halkbank / ParafcoreGTM or Marketing PartnerLong-standing co-branded loyalty campaign partnership. Paraf card holders earn ParafPara rewards on M Oil fuel purchases. Active campaign (Aug–Sep 2025): 300 TL ParafPara for 4 qualifying purchases of 1,000 TL+ at different days. Previous campaigns offered 225 TL, 150 TL, 100 TL, 75 TL rewards. Paraf commercial card holders also receive 5% discount on Yakıtmatik fleet purchases (instant 3.5% + 1.5% statement credit, Jan–Dec 2025).
• İş Bankası / MaximumcoreGTM or Marketing PartnerLong-standing co-branded loyalty campaign partnership. Maximum card holders earn MaxiPuan rewards on M Oil fuel purchases. Campaign (Feb–Mar 2024): 150 TL MaxiPuan for 4 qualifying purchases of 600 TL+. Previous campaigns offered 60 TL and 50 TL rewards. Partnership drives fuel volume and card adoption.
• Vakıfbank / WorldcardminorGTM or Marketing PartnerCo-branded loyalty campaign partnership. Vakıfbank Worldcard holders receive statement credits on M Oil fuel purchases. Campaign (Jul–Aug 2024): 150 TL statement credit for 4 qualifying purchases of 750 TL+ (fifth purchase discount). Previous campaign (Aug–Sep 2023): 100 TL statement credit for 4 purchases of 500 TL+. Partnership targets retail fuel consumers.
• TotalEnergiescoreStrategic or Co-development PartnerM Oil stations are co-branded as 'TotalEnergies - M Oil' in several campaign materials (e.g., 'TotalEnergies - M Oil istasyonları' in the Maximum card campaign page), indicating a brand partnership or licensing arrangement with TotalEnergies, the global energy company. The nature of the relationship appears to involve co-branding and potentially shared fuel supply or standards.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• BP Turkey: Operates BP-branded fuel stations and Castrol lubricant distribution in Turkey. Direct competitor to M Oil across both forecourt retail and premium lubricant segments.
• Petrol Ofisi: Turkey's largest fuel retailer and lubricants distributor, operating thousands of branded stations and a nationwide B2B/ fleet network. Closest direct competitor to M Oil on both forecourt retail and lubricant verticals.
• Shell & Turcas: Joint venture between Shell and Turcas operating Shell-branded fuel stations and Shell lubricants across Turkey. Direct competitor across retail fuels and OEM-approved lubricant verticals.
• Puma Energy: Emerging multi-region fuel retailer with growing Turkish station presence and fuel terminal operations. Comparable mid-scale competitor pursuing similar franchise/ dealer station expansion strategies as M Oil.
• TotalEnergies Turkey: Global oil major with branded retail presence and lubricants in Turkey. Especially relevant given M Oil's documented co-branding partnership (TotalEnergies - M Oil stations) — both competitor and partner in the Turkish market.
• OMV Turkey: European integrated oil and gas major with branded retail stations and lubricants in Turkey. Direct competitor across fuel retail and B2B/lubricant verticals.
• Türkiye Petrolleri (TP): State-affiliated Turkish fuel retailer with branded stations and lubricant production. Direct competitor in retail fuels, lubricants and convenience store categories with comparable geographic footprint.

Broad incumbents

• Fuchs Petrolub: Global lubricants manufacturer with extensive OEM approvals (similar to M Oil's MB/Volvo list) and broad industrial/ automotive coverage. Larger-scale lubricant incumbent whose product set directly competes with BOA and GRADO Premium SKUs.

Regional players

• ENOC (Emirates National Oil Company): Dubai-headquartered integrated fuel retailer expanding across the Middle East, Africa and Asia with branded forecourt, lubricants and convenience. Comparable multi-product fuels-and-lubricants retailer applying a similar franchise/ distributor-led model in different geographies.
• Rompetrol: KMG International-owned fuel retailer and refiner operating branded forecourts and lubricants primarily in Romania, the Black Sea and Mediterranean regions. Comparable regional retail-and-lubricants integrated model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCsCAcaM6ir5T9O670OjHOug
• Facebookfacebook.com/moilistasyonlari
• Instagraminstagram.com/moilistasyonlari
• Xx.com/MOIL_TR

Compliance5 records

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 M Oil