Jonathan Best, chief operating officer of ATF Fuels, said that his company was ‘committed’ to ensuring customers received a fair price and added that the new forecourt at Augrès, on Route de la Trinité, had the ‘potential’ of starting a petrol price war.
Anne King, from the Jersey Consumer Council, welcomed the announcement, adding: ‘It is good news. We welcome them on board and look forward to see how other forecourts respond to their prices. It is advantageous to motorists.’
Petrol prices have been gradually rising in Jersey since 2016 when prices at forecourts dropped to 89.5p per litre due to the global price of crude oil falling to a ten-year low following a price war between Saudia Arabia, Russia and other oil producers.
According to the price comparison website Fuel Watch Jersey, ATF’s current cheapest forecourt competitors are M&S St Peter, M&S St John, J.S. Motors and Motor Hall, which currently each sell petrol and diesel for 109.9p per litre.
ATF Fuels emerged onto the aviation and home heating fuel market about two and a half years ago and Mr Best said that since it was established the company has been looking to break into the petrol and diesel business. It signed a lease for the forecourt in January.
Mr Best said that by bringing fuel over to Jersey in containers by ferry, ATF was able to bypass charges levied on other retailers which import fuel via La Collette Terminal and so did not have to pass them on to the consumer.
When asked if the forecourt would spark a price war, Mr Best replied: ‘It has potential to. We believe we are placing the price right.’
And he added: ‘Consumers believe they are paying too much’.
Mr Best said that as well as selling petrol and diesel at a much lower price, the forecourt will also sell ATF Advanced – a super unleaded equivalent – ‘significantly cheaper’ than super unleaded petrol sold by other providers.
The forecourt, which will open between 7 am and 8 pm Monday to Saturday and 8 am to 5 pm on Sundays, will offer a concierge fill-up service as well as free tyre and oil checks.
Mr Bes said: ‘At ATF we believe Jersey should have a more competitive and transparent fuel market. We have already been able to bring down prices for aviation fuel and home heating fuel customers, and now we intend to do the same for Jersey’s road fuel.
‘We value our customers and believe in creating positive experiences that ensure they will always come back to us.’
