UPG
UPG (Private Enterprise UKRPALETSYSTEM) is a Ukrainian national fuel retailer operating 140+ gas stations nationwide, selling Euro-5 petrol and diesel imported from Germany and the USA to individual drivers, corporate fleet operators, and wholesale buyers, supported by an integrated logistics fleet of 400+ tankers.
- Company typePrivate
- Founded2003
- HeadquartersKyiv, Ukraine
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingServices
What UPG does
UPG is a Ukrainian national fuel retail and distribution company operating as Private Enterprise UKRPALETSYSTEM since 2003. It runs 140+ company-owned gas stations across all regions of Ukraine, from Lviv to Kharkiv and Odesa to Zhytomyr, selling Euro-5 standard petrol (upg100, upg95, A-95), diesel (upgDIESEL, Euro Diesel), and LPG sourced primarily from Germany's PCK SCHWEDT refinery and US imports.
The company's core technology is vertically integrated fuel logistics, comprising European transshipment terminals (including a Poland facility acquired in January 2023), a fleet of 400+ fuel tankers, railway tank cisterns, in-house oil depots with storage capacities of 2,452–38,240 liters, and an accredited quality-testing laboratory. Beyond fuel, UPG operates an adjacent convenience ecosystem: VIVO café restaurants with professional chefs, the proprietary ice U ice cream brand, the UPGgood loyalty program, UPG PAY contactless payment (Masterpass/GooglePay/ApplePay), and a mobile app for digital fuel purchasing.
UPG generates revenue through four channels: (1) retail fuel sales to individual consumers at stations; (2) wholesale distribution of bulk petroleum products to businesses via its own tanker fleet and depots; (3) B2B fuel cards and pre-paid fuel coupons for corporate fleet operators; and (4) ancillary food, beverage, and convenience revenue from VIVO café and ice U. Customer segments are diversified across individual drivers, corporate fleet clients, and wholesale buyers, with no disclosed revenue concentration. The company employs 1,001–5,000 people and continues to expand its national footprint.
UPG firmographics
Firmographics- Name
- UPG
- Legal name
- Private Enterprise UKRPALETSYSTEM
- Website
- https://upg.ua
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- UPG (Private Enterprise UKRPALETSYSTEM) is a Ukrainian national fuel retailer operating 140+ gas stations nationwide, selling Euro-5 petrol and diesel imported from Germany and the USA to individual drivers, corporate fleet operators, and wholesale buyers, supported by an integrated logistics fleet of 400+ tankers.
- Ownership category
- akta.pro rank
UPG industry classification
Industry- Product category
- Fuel Retail
- NAICS
- Gasoline Stations with Convenience Stores (45711), Fuel Dealers (45721)
- SIC
- Wholesale-Petroleum Bulk Stations & Terminals (5171)
- 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), Fuel Pricing, Loyalty & Payments Platforms (POS, Mobile Pay, Fleet Cards, Loyalty Programs) (EUALAIAK)
Keywords
Where UPG is headquartered
LocationHeadquarters
- HQ city
- Kyiv
- HQ country
- Ukraine
- HQ region
- Europe
Offices8 records
Markets served
UPG business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Retail Fuel Sales: Retail sale of petroleum products (petrol, diesel, LPG) to individual consumers at UPG gas stations across Ukraine. Fuel is sourced from Germany (PCK SCHWEDT refinery) and USA.
- Wholesale Petroleum Products: Wholesale distribution of light petroleum products in large and small quantities (fuel truck norms) to business customers through own oil depots and fleet of 400+ fuel trucks.
- Fuel Cards (B2B): Electronic fuel card system for corporate fleet management, enabling online transaction tracking, multi-card reporting, and transparent fleet operations control.
- Fuel Coupons/Tokens: Pre-paid fuel coupons in denominations of 10, 20, 50, and 100 liters with 4-month validity and 12 levels of protection. Available for A-95 petrol, diesel, and LPG.
- VIVO café Food Service: On-site restaurant service at gas stations offering gourmet dishes prepared by professional chefs, including breakfasts, lunches, dinners, burgers, salads, and desserts.
- ice U Ice Cream: Proprietary ice cream brand produced on-site at VIVO café using professional equipment with unique recipes and selected milk mixture.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Fuel Coupons |
| Freemium | Monthly | UPGgood Bonus Program |
| Subscription | Monthly | Mobile App Online Fuel Purchase |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels5 records
UPG product offering
Product offeringCore offering
UPG operates a nationwide chain of 140+ gas stations in Ukraine under the brand of Private Enterprise UKRPALETSYSTEM, selling Euro-5 standard petrol, diesel, and LPG imported from Germany (PCK SCHWEDT refinery) and the USA. The company also offers B2B fuel cards for corporate fleet management, pre-paid fuel coupons, wholesale petroleum distribution via its own oil depots and 400+ fuel truck fleet, and on-site VIVO café restaurants with proprietary ice U ice cream.
Product overview
UPG is a national gas station chain operating under the brand UKRPALETSYSTEM, offering a unified product portfolio centered on Euro-5 standard fuel products complemented by digital services and convenience retail. The core offering includes branded premium fuels (upg100, upg95, upgDIESEL) alongside standard fuels (A-95, Euro Diesel, LPG). Digital services include UPG PAY for contactless payment and UPGgood for loyalty rewards. The ecosystem is extended through VIVO café restaurant service featuring own-brand ice U ice cream, and B2B solutions including fuel cards and fuel coupons for corporate clients. Wholesale fuel operations serve business customers through own oil depots and fleet of over 400 fuel tankers.
Differentiator
Problem solved
Functional benefit
Products and services
- upg100 Premium Petrol Premium high-octane (100 octane) petrol designed for supercars and sport cars, with high anti-detonation qualities achieved without additives, providing engine protection.
- upg95 Premium Petrol Branded Euro-5 standard gasoline of highest quality supplied from Germany with new-generation innovative detergent additive.
- upgDIESEL Premium diesel fuel with improved properties due to a washing component (detergent additive) in its composition.
- A-95 Petrol Standard unleaded gasoline complying with European Standard EN 228.
- Euro Diesel Standard Euro diesel fuel with minimum sulfur and polycyclic aromatic hydrocarbons, steady cetane rating, and low temperature resistance.
- LPG (Auto Gas)
Quantifiable outcome
- Fuel with 5x less benzene, 2x lower gums, 5x less sulfur than standard fuels
- +3 more outcomes
Companies that use UPG
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
UPG technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature3 records
UPG partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered major, minor and core.
- FRIDA UkrainemajorUPG provides fuel for medical volunteer missions. FRIDA medical staff traveled over 22,000 km on UPG fuel to provide medical assistance to Ukrainian civilians. UPG helped carry out 17,000 medical services in hot spots. 5,000 liters of fuel and 18,000 km of support provided in initial partnership.
- UAnimalsmajorUPG provides fuel for animal rescue and evacuation missions. The partnership supports UAnimals' work rescuing animals from front-line areas, transporting them from destroyed homes and shelling to shelters. Together they have rescued 424 animals. UPG also supports UAnimals fundraising initiatives.
- UAnimalsmajorUPG partnered with UAnimals for the Summit of First Ladies and Gentlemen organized by Olena Zelenska, Ukraine's First Lady. The summit focused on animal welfare and protection.
- Oil and Gas Association of UkraineminorUPG became a member of the Oil and Gas Association of Ukraine, an industry organization for oil and gas sector companies in Ukraine.
- PCK SCHWEDT (Germany)coreUPG imports petrol (upg100, upg95, A-95) directly from PCK SCHWEDT oil refinery in Germany. This is the primary source of UPG's branded petrol products meeting German factory quality standards.
- NOKIAN TYRESminorNOKIAN TYRES was a general partner of the New Cars Fest 2017 festival, with UPG as the fuel partner. Joint marketing and event sponsorship collaboration.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
UPG competitors and assessment
Company assessmentDirect peers
- Avias: Avias is a Ukrainian filling-station network focused on retail sale of motor fuels. It is comparable to UPG as a station-based fuel retailer, though with less evident differentiation around café and logistics integration.
- SOCAR Energy Ukraine: SOCAR Energy Ukraine operates branded fuel stations, premium fuels and forecourt retail services in Ukraine. It is comparable to UPG as a fuel-retail network competing for motorists and commercial fueling demand.
- OKKO: OKKO is a major Ukrainian fuel-station and convenience network with cafés, loyalty offerings and fleet services. It is highly comparable to UPG because both operate branded forecourt networks serving consumer drivers and corporate fuel customers in Ukraine.
- BRSM-Nafta: BRSM-Nafta is a Ukrainian fuel station operator selling gasoline, diesel and LPG through a retail station network. It is comparable to UPG as a station-based fuel retailer competing for individual drivers and fleets.
- WOG: WOG is a Ukrainian gas station chain with fuel retail, WOG Café, convenience retail and B2B fuel-card services. It directly overlaps with UPG's fuel, foodservice, loyalty and fleet customer propositions.
- AMIC Energy Ukraine: AMIC Energy Ukraine operates a network of fuel stations and forecourt services in Ukraine. It is comparable because it serves the same consumer fueling market and overlaps with UPG's station-based retail model.
Broad incumbents
- Shell Ukraine: Shell Ukraine is part of the global Shell energy group and has operated branded fuel retail and convenience offerings in Ukraine. It is comparable in premium fuels and station retailing, but Shell is a much broader global incumbent.
- Ukrnafta: Ukrnafta is Ukraine's large integrated oil company with upstream operations and a branded filling-station network. It overlaps with UPG in downstream fuel retail but is broader and more integrated across the oil value chain.
Regional players
- KLO: KLO is a Ukrainian fuel-station network with a strong presence around Kyiv and surrounding regions, offering fuel and convenience/foodservice formats. It is comparable to UPG by offering integrated fuel and forecourt retail, though its footprint is more regional.
- MOTTO: MOTTO is a Ukrainian fuel-station network serving motorists through retail fueling sites. It is comparable as a domestic station operator, but is a more regional player relative to UPG's national footprint.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
UPG social profiles
Digital presenceUPG compliance and trust
Trust signalCompliance3 records
UPG financial estimates
Financial estimateRevenue estimate
Valuation estimate
UPG leadership team
Management profileNumber of profiles
Profiles1 record
UPG funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
UPG 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 UPG
What does UPG do?
UPG operates a nationwide chain of 140+ gas stations in Ukraine under the brand of Private Enterprise UKRPALETSYSTEM, selling Euro-5 standard petrol, diesel, and LPG imported from Germany (PCK SCHWEDT refinery) and the USA. The company also offers B2B fuel cards for corporate fleet management, pre-paid fuel coupons, wholesale petroleum distribution via its own oil depots and 400+ fuel truck fleet, and on-site VIVO café restaurants with proprietary ice U ice cream.
Is UPG a public or private company?
UPG is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was UPG founded?
UPG was founded in 2003. It employs 1,001 to 5,000 people.
Where is UPG based?
UPG is headquartered in Kyiv, Ukraine, in the Europe region.
How does UPG make money?
Six revenue lines are on record. Retail Fuel Sales are the primary driver. The others are wholesale Petroleum Products, fuel Cards (B2B), fuel Coupons/Tokens, VIVO café Food Service and ice U Ice Cream.
Who are UPG's main competitors?
Direct peers on record are Avias, SOCAR Energy Ukraine, OKKO, BRSM-Nafta, WOG and AMIC Energy Ukraine. Broad incumbents are Shell Ukraine and Ukrnafta. Regional players are KLO and MOTTO.
Does UPG have an API?
No public API is recorded for UPG.
What industry is UPG in?
UPG's product category is Fuel Retail. Its primary akta.pro industry code is EUALAIAA, Retail Service Station Operations (Company-Owned & Dealer-Operated), with a secondary code of EUALAIAE, Convenience Retail & Foodservice at Forecourts (C-Store/QSR). Its NAICS code is 45711 and its SIC code is 5171.