Alvaro Granada has over 14 years of consolidated experience in the energy sector. Within BP, he has been in charge of several strategic projects of the company and has held different positions, including his time as B2B Operations Director and Retail Operations Manager. He currently serves as Director of the Service Station Network in Spain, and previously worked as an advisor. Granada holds a degree in Industrial Engineering from the Universidad Pontificia de Comillas and two master’s degrees in Engineering and Business Administration from the prestigious Northwestern University of Chicago.
The service station sector has suffered its most significant transformation over the past few years since the elimination of monopoly. This transformation resulted in a market component with drops in demand of over 25 percent, and a regulatory component after the approval of Act 11/2013, which encouraged the creation of more than 10 percent new supply points, most of them in self-service/ low cost scheme. As a result of these changes, average profitability in the sector has been substantially reduced, as well as several market agents’ capacity to invest in security, service, and image, negatively affecting current and future consumers.
Nonetheless, at BP, we remain optimistic regarding the evolution of the market in the next five years, with an estimated annual growth around 2 percent. We also trust that the regulator reviews some of the elements in the current law that are endangering the sustainability of the sector, like for example, by increasing the maximum length of the supply contracts from current 12 months to a minimum of three years, more in accordance with the five year contracts established by the regulatory framework of the remaining UE countries.
BP’s commitment to our service station network is based on the improvement and differentiation of our supply, the development of a maximum quality network, and an excellent operational execution at the supply point.
Regarding the development of our supply, we are very clear on who our potential clients are as well as their needs, based on a maximum quality product and the top loyalty program in the market.
To this end, BP launched its new ACTIVE fuel line in 2015, which protects the engine from dirt and enables to cover up to 56 kilometers more for every deposit, thanks to its higher efficiency.
And to cultivate client loyalty, we renewed our program transforming it into “My BP”, which brought a revolution as it allowed customers to enjoy many more advantages and exclusive discounts.
Regarding the development of our network, we commit to continued growth, always prioritizing quality over quantity of our network, and remain convinced that the service station with deficient management and/or location will eventually close.
Finally, I want to highlight the humanity and professional quality of our service station staff, a key to get customers to visit more often.
Ultimately, prospects in the market are good and BP fully trusts that we will continue to grow in the Spanish market, thanks to a genuinely differentiated supply managed in an excellent manner.