LONDON -- BP Amoco Plc, the world's third-biggest publicly traded oil company, said it's considering changing its name and re-branding its gas stations when it completes the $37.6 billion acquisition of Atlantic Richfield Co.
BP Amoco, which will own 29,000 gas stations globally when it completes the Arco buyout, appointed California-based consultant Landor Associates to advise it on the possible image change, the Independent newspaper reported.BP Amoco itself was formed last year by British Petroleum Co.'s $62 billion buyout of Amoco Corp. BP Amoco executives have said for several months that the branding of its gas stations is under review.
"It's no secret that re-branding is an issue," said David Nicholas, a spokesman for BP Amoco in London. Nicholas declined to comment on the reported appointment of Landor Associates.
Most BP Amoco service stations in the United States trade under the Amoco name. BP Amoco operates 15,000 gas stations in the United States and 11,500 more worldwide. Arco owns a further 1,760 outlets, all in the United States.
BP Amoco is confident it can complete the Arco purchase by early 2000, despite reports of objections to the transaction from U.S. regulators.
Alaska Gov. Tony Knowles this week wrote to the U.S. Federal Trade Commission urging it to approve the planned buyout of Arco. FTC staff lawyers have recommended that the five-member commission challenge the Arco buyout, people familiar with the government's review said earlier this month.