Puma Energy reintroduces Shell-branded fuel retailing in El Salvador

Puma Energy has brought back Shell-branded fuel retailing to El Salvador, marking a significant return for the iconic brand in the Central American country. 

Shell Brands International AG and Puma El Salvador, S.A. de C.V. have signed a brand licensing agreement.

Puma Energy will rebrand part of its network with Shell offering quality fuels and products to Salvadoran consumers from 2024.

Stations in San Salvador and other major cities will be the first in El Salvador to adopt the Shell brand, with the target of completing a strong nationwide presence of 60 Shell-branded mobility sites over time.

In addition to the Shell branded network, Puma Energy will continue to operate a network of Puma-branded sites in El Salvador offering its products. The announcement follows a similar brand license agreement in Honduras between Shell and PETRHOSA, a Puma Energy company, which was announced earlier in the year, and is expected to see more than 100 Shell-branded sites operated there.

“We are delighted to be extending our partnership with Puma Energy to bring Shell’s quality products and services to El Salvador… Brand licensing is a key part of our strategy to grow the Shell brand presence in Latin America and around the world,” said István Kapitány, global executive vice president of Shell Mobility.

“We are excited to be partnering with Shell to expand our portfolio of brands in El Salvador. The partnership will combine the strength of Shell’s global brand with Puma Energy’s deep-rooted market presence and experience in the country. Customers will benefit from more choice and a wider network of Shell and Puma branded retail sites across El Salvador,” said Jose Antonio Alfaro, Puma’s regional retail manager.