Should BP become more American?

Some gas-station owners are wondering whether a name change -- at least in the U.S. -- would help.

By Kim Peterson Jul 30, 2010 1:45PM
Credit: (© Alastair Grant/AP)
Caption: BP stationBP (BP) has already ousted its chief executive in favor of American-born Bob Dudley. Now some observers wonder whether the British company should take on a more American name -- for its gas stations, at least.

BP gas stations still aren't too popular in parts of the country. People aren't quick to forget a disastrous and damaging oil spill, it seems.

So now some station owners are thinking a name change on their signs would be better, according to The Associated Press. Perhaps a change to Amoco, which at one time meant American Oil Co.

It doesn't sound like this movement is getting BP's blessing anytime soon. But it's a new idea proposed by some station owners who are desperate to reverse a sales spiral.

Some stations report sales drops of as much as 40%, according to the AP. BP responded by offering gasoline discounts to distributors, who in many cases also own stations. BP has also cut the fees it charges stations when customers use credit cards.


BP has also spent big money trying to repair its damaged reputation. It's pumping out the advertising, both nationally and in more focused areas where it has stations.

But if BP cannot recover its brand, it should consider alternatives, the head of one BP distributor group told the AP.
The Amoco name has been largely killed off in the U.S., even though it was strong in places like Florida.

So what do you think, readers? Should BP wipe its name from its stations in favor of Amoco? Would that improve its business?

"Is it on the minds of people? Sure," the distributor said. "It would not be a topic of conversation if not for the oil spill."
Tags: BP
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