Moeve, formerly Cepsa, has announced a bold rebranding initiative as a cornerstone of its ongoing transformation under the Positive Motion strategy. This move signals its commitment to becoming a leader in sustainable energy and mobility across Europe.
Moeve: A Milestone in Transformation
Introduced two years ago, the Positive Motion strategy has been pivotal in redefining the company’s identity and objectives. Moeve aims to derive the majority of its profits from sustainable activities by 2030, focusing on green hydrogen, second-generation (2G) biofuels, and ultra-fast electric mobility solutions.
Maarten Wetselaar, CEO of Moeve, stated:
“Today marks a proud moment for our family of over 11,000 professionals, as well as for our customers, partners, and stakeholders. After more than 90 years as Cepsa, we are evolving into something new—Moeve—a brand committed to a sustainable future. Over the past two years, we have accelerated our transformation, achieving significant milestones in our 2030 Positive Motion strategy.”
Sustainability-Driven Projects and Investments
The transformation aligns with Moeve’s €8 billion investment strategy, with over 60% directed toward sustainable businesses. Key initiatives include:
- Green Hydrogen: Development of the Andalusian Green Hydrogen Valley, Europe’s largest project, with a capacity of 2,000 MW by 2030.
- 2G Biofuels: Construction of the largest 2G biofuels plant in southern Europe in Palos de la Frontera, with a capacity of 1 million tonnes annually. These fuels are already supplied to seven major Spanish airports and over 60 ports.
- Green Methanol and Ammonia: Collaboration with partners to establish new production plants.
- Biomethane: Nearly 30 biomethane plants under development, utilizing waste to produce biogas as a natural gas substitute.
Expanding Sustainable Infrastructure
Moeve’s service station network is undergoing a significant transformation. Currently, 160 ultra-fast electric charging points are operational, with plans to expand to 400 by the end of the year. The company also offers enhanced customer experiences, including alternative energy solutions and innovative retail services.
Global Decarbonization Efforts
Moeve is committed to supporting the decarbonization of its operations and those of its customers. Recent milestones include:
- Divesting nearly 70% of its oil production assets since 2022.
- The sale of its exploration and production assets in Colombia, Peru, and Abu Dhabi.
- Continued progress in ESG ratings, placing Moeve among the top performers in sustainability across multiple platforms.
Future Goals and Brand Essence
The new brand identity, developed with the agency Landor, reflects Moeve’s commitment to movement, optimism, and evolution. Bright, modern designs emphasize digital readiness and sustainability.
Pierre-Yves Sachet, Head of Brand and Director of Mobility and New Commerce, said:
“Moeve is a distinctive name designed to lead customers, markets, and society toward a brighter future. The new brand’s colors and design break tradition to champion sustainable energy and mobility in line with our strategy.”
The phased rollout of the Moeve brand begins in November, with 600 service stations rebranded annually, eventually covering over 1,800 stations in Spain and Portugal.
Advancing Sustainability and Innovation
Moeve’s dedication to sustainability also extends to its chemical products. The company produces LAB for biodegradable detergents and renewable phenol. Additionally, it is constructing Spain’s first green hydrogen-based isopropyl alcohol plant in Huelva.
Strengthening Europe’s Energy Leadership
Moeve’s projects contribute significantly to Europe’s energy security and independence, aligning with the REPowerEU strategy. By advancing the energy transition, Moeve is positioning Spain and Andalusia as leaders in sustainable energy.
The Moeve Foundation
The company’s foundation will continue its efforts to promote ecological transition and support vulnerable communities, focusing on education, science, and social inclusion.
With its rebranding and continued innovation, Moeve stands at the forefront of the European energy transition. As the company begins this exciting new chapter, it underscores its unwavering commitment to sustainable energy solutions and customer-centric growth.
Source Moeve