{"id":90811,"date":"2024-09-02T11:55:31","date_gmt":"2024-09-02T14:55:31","guid":{"rendered":"https:\/\/murray.adv.br\/?p=90811"},"modified":"2024-09-02T11:55:32","modified_gmt":"2024-09-02T14:55:32","slug":"vibra-prioritizes-petrobras-brand-renewal-amidst-growth-strategy","status":"publish","type":"post","link":"https:\/\/murray.adv.br\/en\/vibra-prioritizes-petrobras-brand-renewal-amidst-growth-strategy\/","title":{"rendered":"Vibra prioritizes Petrobras brand renewal amidst growth strategy"},"content":{"rendered":"\n
CEO Ernesto Pousada outlines plans for expanding international presence and exploring new market opportunities<\/em><\/h6>\n\n\n\n

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09\/02\/2024<\/p>\n\n\n\n

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\"Ernesto<\/figure>\n<\/div>\n\n\n

Ernesto Pousada \u2014 Foto: Leo Pinheiro\/Valor<\/em><\/p>\n\n\n\n

Vibra CEO Ernesto Pousada said the company\u2019s top priority is renewing the Petrobras brand across its network of fuel stations. According to him, internal research indicates that consumers identify strongly with the BR brand, particularly in segments like convenience stores (BR Mania) and oil change services (Lubrax).<\/p>\n\n\n\n

However, the outcome depends on ongoing discussions with the state-owned oil company. If Vibra is unable to renew the contract for the use of the BR brand across its more than 8,000 stations, the alternative plan is to develop the Vibra brand, a move that other companies have already tested, Mr. Pousada noted. \u201cBoth parties need to advance the discussions in the coming years. Vibra is keen on renewing, but under certain conditions,\u201d Mr. Pousada said during Vibra Investor Day on Thursday (29th).<\/p>\n\n\n\n

The contract for the use of the BR brand by Vibra is set for 10 years and will expire in 2029. Petrobras has not commented on the matter.<\/p>\n\n\n\n

Mr. Pousada also said that part of Vibra\u2019s growth strategy involves increasing lubricant sales to international markets, particularly in Latin America, where the company currently has a minimal presence. The company\u2019s market position in this sector is still very small, leaving room for growth until it becomes the regional leader, the CEO mentioned during the event.<\/p>\n\n\n\n

The initial phase of international expansion will focus on the southern part of South America, in the six countries where the company already operates, said Vanessa Gordilho, Vibra\u2019s executive in charge of business, products, and marketing. \u201cIt won\u2019t be starting from scratch and doesn\u2019t require much effort,\u201d said Ms. Gordilho.<\/p>\n\n\n\n

According to Mr. Pousada, the past four quarters have been dedicated to \u201cgetting the house in order.\u201d Additionally, the CEO said that the company will continue preparing its internal processes and management for a new growth cycle, which he expects to occur in the coming years.<\/p>\n\n\n\n

Another avenue for expansion is through Comerc, whose acquisition of the remaining 50% stake was announced last week. The company plans to implement a strategy to capitalize on R$1.4 billion in synergies, which includes refinancing Comerc\u2019s debt\u2014currently more expensive than Vibra\u2019s average debt cost\u2014among other initiatives, said Clarissa Saddock, Vibra\u2019s chief renewable energy and ESG officer.<\/p>\n\n\n\n

Vibra also sees opportunities in its recently formed partnership with Ita\u00fa for energy commercialization, especially given the prospects for the complete opening of the market in the coming years, and in pending projects related to micro and mini-distributed generation and energy efficiency.<\/p>\n\n\n\n

Regarding natural gas, Mr. Pousada mentioned that the company does not yet have a significant presence and is seeking the \u201cright angles\u201d to gain access to the molecule and advance in this segment, aiming to complement its product portfolio for clients. However, the executive said that the company does not have a strong desire to enter the natural gas market, and any moves in this area will be approached with capital discipline. Mr. Pousada also projected a 15% growth in the liquid fuels market by 2030.<\/p>\n\n\n\n

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*Por F\u00e1bio Couto\u00a0\u2014 Rio de Janeiro<\/p>\n\n\n\n

Source: Valor International<\/p>\n\n\n\n

\nhttps:\/\/valorinternational.globo.com\/\n<\/div><\/figure>\n\n\n\n

<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

CEO Ernesto Pousada outlines plans for expanding international presence and exploring new market opportunities 09\/02\/2024 Ernesto Pousada \u2014 Foto: Leo Pinheiro\/Valor Vibra CEO Ernesto Pousada said the company\u2019s top priority is renewing the Petrobras brand across its network of fuel stations. According to him, internal research indicates that consumers identify strongly with the BR brand, […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8106],"tags":[25405,25404],"class_list":["post-90811","post","type-post","status-publish","format-standard","hentry","category-murray-news","tag-growth-strategy","tag-vibra-prioritizes-petrobras-brand-renewal"],"yoast_head":"\nVibra prioritizes Petrobras brand renewal amidst growth strategy - Murray Advogados<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/murray.adv.br\/en\/vibra-prioritizes-petrobras-brand-renewal-amidst-growth-strategy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Vibra prioritizes Petrobras brand renewal amidst growth strategy - Murray Advogados\" \/>\n<meta property=\"og:description\" content=\"CEO Ernesto Pousada outlines plans for expanding international presence and exploring new market opportunities 09\/02\/2024 Ernesto Pousada \u2014 Foto: Leo Pinheiro\/Valor Vibra CEO Ernesto Pousada said the company\u2019s top priority is renewing the Petrobras brand across its network of fuel stations. 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