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Context & Opportunity
Argentina has over 4,900 gas stations. The leading brands are YPF, Shell, Axion, and GNC. Despite this landscape, we identified a major opportunity: 21% of stations operated independently, without brand affiliation or a clear value proposition. Together with RefiPampa, the first 100% Argentine private refinery, we set out to transform that overlooked segment. That’s how VOY, con energía was born.

Initial Projection
The goal was to reach 50 branded stations by the end of 2021. Midway through the year, 21 were already operating across seven provinces: Buenos Aires, Entre Ríos, Santa Fe, Chaco, La Pampa, Río Negro, and Neuquén. The plan continues to expand nationwide.

What I did
- Led the strategic construction of the brand and customer experience.
- Trained independent station owners to join the VOY model.
- Designed the overall value proposition.
- Developed the convenience store model: Re Tiendas, focused on local entrepreneurs and regional production.

Strategic Approach
- We shifted the focus: from the product to the consumer.
- With its own refinery as a backbone, VOY built a strong low-cost offer: affordable, high-quality fuel.
- It was a win-win for operators: they gained branding, training, infrastructure upgrades, and a narrative aligned with modern consumption habits.

Results & Growth
- A current network of over 50 active stations across 11 provinces.
- VOY doubled its operational footprint in the first year and continues to grow under its 25/25 plan (25 new stations by 2025).
- Re Tiendas boosted local production and supported small regional businesses.
- Consolidation of a strong, modern brand aligned with new ways of consuming energy.