by John Keller | Nov 21, 2013 | Fuel Pricing Technology, Industry News, Retail Fuel Margins
Hyundai just announced that beginning in the spring of 2014, they will make available hydrogen fuel cell vehicles in the limited US markets of Los Angeles and Orange County. Hyundai will offer these vehicles through selected dealers for $499/month over a 36 month term, with $2999 down. Perhaps the most interesting aspect of the offer is that the deal comes with unlimited free hydrogen refueling. That part of the deal is designed to remove any range anxiety of the potential buyer, something that continues to inhibit many who are considering buying electric vehicles. And if there is ever a problem with the fuel cell, Hyundai will pickup the vehicle and provide a loaner, then deliver the vehicle back to the customer’s home or business at no charge after the service is complete.
The initial set of dealers are in Tustin, Anaheim, Carson, and Van Nuys. More Hyundai dealers will follow as the program gains traction and spreads across the US as more hydrogen refueling stations are made available. According to the California Station Map, in California there are currently 9 hydrogen fueling stations available to the public, 19 hydrogen fueling stations in development, and 12 stations that are private or for demonstration purposes.
The announcement from Hyundai touts the advantages of fuel cell vehicles, calling them the next generation of electric vehicles. Not only do these vehicles provide a 300 mile driving range, comparable to petroleum based vehicles, but they are rated lower than electric vehicles for their well-to-wheel emissions rating. And here’s the kicker for the c-store fuel manager: these vehicles are capable of refueling in under 10 minutes, “similar to gasoline”, according to the Hyundai announcement.
No doubt this is a program geared toward the early adopter. And it’s not likely that next year will be the year to add hydrogen fuel to your fuels portfolio. But it is an important milestone to record; from here on in we will watch the reality of hydrogen fuel cell vehicles unfold into mainstream.
Yet to be determined: what kind of margins can the retail fuel marketer expect to see in a hydrogen fuel offering?
by John Keller | Nov 21, 2013 | Fuel Price Management, Fuel Pricing Technology, Industry News, Retail Fuel Margins
Today Ford announced that the first 2014 model F-150 that can run on either CNG or LPG is now rolling off the assembly line. With the combined gasoline and CNG, the range of the F-150 will be up to 750 miles, with an estimated mileage rating of 23 mpg highway and 19 mpg city. Ford is now the first manufacturer to offer a CNG / LPG capable half-ton pickup.
Natural gas upfits can range from $6000 to $9500 depending on tank capacity. At the time of this posting, the national average for unleaded fuel is $3.29 while the average for CNG is $2.10. Nearly 20 states in the US offer tax incentives or rebates for CNG converted vehicles. These vehicles are being targeted toward the business and fleet buyer. For example, in Florida, the fleet buyer can take advantage of $25,000 in rebates starting next year.
Ford also announced that by summer of 2014, they will be offering eight commercial vehicles with a natural gas prep option, more than any other full-line manufacturer.
Besides the advantage of a lower cost per gallon, natural gas also burns more cleanly and 85% of natural gas is produced in the US.
Add this all up for the convenience store fuel retailer, and it’s yet another indicator that natural gas is gaining momentum as an alternative fuel option. Is it time to consider adding it to your fuels portfolio?
by John Keller | Nov 19, 2013 | Fuel Price Management Solutions, Fuel Price Optimization, Fuel Pricing Technology, Fuel Software, PriceAdvantage
Rafe VanDenBerg is the editor-in-chief at MindBrew and contributor to PricingBrew, the online community for pricing professionals. He just wrote an article titled “Are pricing people too isolated to innovate?”. While this article was addressed to B2B pricing professionals, the questions discussed are directly applicable to fuel pricing strategies in the c-store business.
The article is based on results from a recent research study, and there are two critical statistics that apply to c-store fuel pricing:
- 70% of the respondents have worked for fewer than three companies in their career.
- Most people reported that their go-to source for pricing information and education is people within their own company.
First of all, in the c-store industry, it has been my experience that people stay in the business of c-stores often for their entire careers, and frequently work for only one company the whole time. That is certainly true for family run businesses, and even when the family is not involved, moving from company to company is somewhat rare and only happens several times through a person’s career. So there’s no doubt that the first point in this study is true for our industry.
Second, it has also been my experience that fuel analysts without fuel pricing software commonly price their fuels “the way it’s always been done.” That way is typically based on what others before them did, like the father or grandfather of the business. And if there is no fuel software to provide insight and analysis into what is really happening in the market, can you blame them?
The article raises the question that if fuel analysts follow in the footsteps of others before them, how can these people tell if there is a better way, to innovate, and to gain competitive advantage?
PriceAdvantage fuel software has proven that with its analysis views, reports, and optimization, the fuel analyst can evaluate whether or not they are using the optimized pricing strategies, and where there may be places to increase margins or volumes. Data and information is pulled from disparate sources and presented in a consolidated location, in a user friendly way, so that trends can be evaluated and what-if scenarios can be explored. And that is the enabler for fuel analysts to innovate and break out of the way it has always been done, to bring out profits never seen before.
by John Keller | Nov 18, 2013 | Customer News, Fuel Price Optimization, Fuel Pricing Strategy, Fuel Pricing Technology, Fuel Software, Retail Fuel Margins
In the latest financial report from CST Brands, for the fiscal quarter ending September 30, 2013, there is an interesting note about how the company has shifted its fuel pricing strategy since the spin-off from Valero.
On page 37 of the report, there is a paragraph under the title “Motor Fuel Strategy”:
“Prior to the separation and distribution, our business existed as an outlet for our former parent’s products and the focus was on maximizing consolidated parent company profitability. Occasionally, we priced motor fuel with the overall objective of increasing motor fuel gallons sold with less emphasis on retail motor fuel gross margin. This resulted in a higher profit generated by our former parent’s refining segment, which was beneficial to their consolidated earnings performance. As a separate company, we generally manage our motor fuel pricing to maximize motor fuel gross margin. This strategy, from time to time, may result in different motor fuel gallons sold from historical levels as a result of our being separated from our former parent company.”
The change in the CST Brands motor fuel strategy is evident in these numbers:
Fuel volumes, in gallons per site per day: 5,003 in Q3 2013 vs. 5,131 in Q3 2012
Fuel margins, in cents per gallon before credit card fees: $0.20 in Q3 2013 vs. $0.13 in Q3 2012
Unlike with other c-store chains which announce changes in fuel pricing strategies and then deliver results that conflict with their goals, CST Brands delivered results completely in line with their new mission as a new company.
From a fuel price management perspective, corporate fuel strategies will change in emphasis from time to time. CST Brands has been successfully using PriceAdvantage as their exclusive fuel pricing software for all their company owned stores since 2012, first under the Valero parent which had one retail fuel objective focused on volumes, now as their own CST Brands entity with the new fuel objective focused on price and margin optimization.
As one of our customers told me after I congratulated him on the strong quarterly results of his company, “A great product yields great results.”
Do you have the fuel pricing software that allows you to deliver great results no matter what corporate objective, like CST Brands does?
by John Keller | Nov 18, 2013 | Fuel Price Management, Industry News, Retail Fuel Margins
As we read more and more about the growth of the natural gas fueling station infrastructure, and the coming of more natural gas engines, it’s important to be aware of how a natural gas product offering can impact retail fuel margins at the c-store.
Clean Energy Fuels is a provider of natural gas for transportation in north America, with a network of both CNG and LNG stations across the US and Canada, totaling more than 348 stations. In the most recent fiscal quarter, Clean Energy delivered 56.4 million gallons of fuel.
The typical quarterly margin for Clean Energy is in the $0.30 per gallon range. Compare that to the most recent Murphy quarterly margins of $0.148 per gallon, and the most recent CST Brands quarterly margins of $0.16 per gallon (after $0.04 credit card fees). That means the Clean Energy retail natural gas fuel margins are approximately two times the margins of traditional fuels.
Granted, the fuel volumes of natural gas are nowhere near the fuel volumes of petroleum fuels. But as the growth of natural gas continues, double margins become increasingly intriguing.
