Cepsa changes name, rebrands as ‘Moeve’

Cepsa announced Oct. 30 its name change to Moeve, marking what the company called a historic milestone in its transformation.

This change, according to the company, positions Moeve as a leader in the European energy transition and demonstrates the significant progress achieved under its 2030 Positive Motion strategy, reinforcing its full commitment to sustainable energy and mobility.

This change also aligns with the company’s objective to accelerate its own decarbonization, alongside that of its customers, through an 8-billion-euro (USD$8.65 billion) investment strategy of which over 60 percent will be dedicated to sustainable businesses including the production of green hydrogen, second-generation biofuels, sustainable chemical products, and ultrafast electric charging.

Since launching its Positive Motion strategy in March 2022, the company said it has made significant progress on numerous projects and built an ecosystem of alliances with over 60 companies across various sectors to drive diverse value chains and bring these projects to life.

The company is developing the Andalusian Green Hydrogen Valley, the largest project unveiled to date in Europe, which will have a capacity of 2,000 megawatts in 2030.

Furthermore, it has spearheaded the creation of the first maritime corridor between the ports of Algeciras and Huelva and the port of Rotterdam to connect southern and northern Europe, and it is working on developing new green methanol and ammonia plants with its partners.

Additionally, it is developing what will become the largest second-generation biofuels plant in southern Europe, located in Palos de la Frontera (Huelva, Spain), with an annual production capacity of 1 million metric tons of sustainable aviation fuel (SAF) and renewable diesel.

Currently, Moeve already markets these sustainable fuels at seven major Spanish airports and at the more than 60 ports where it operates in the country.

The energy company is also progressing with its partners on the development of almost 30 biomethane plants in Spain and projects to upcycle waste for the production of this biogas, a replacement for natural gas.

The company also said it is transforming its chemical-products portfolio towards ever more sustainable solutions.

Specifically, it already produces and markets LAB (raw material for the manufacture of biodegradable detergents) and phenol from renewable raw materials and energy sources.

Furthermore, it is building an isopropyl alcohol (IPA) plant in Huelva, the raw material for the manufacture of hydroalcoholic gels, which will be the first facility of its kind in Spain that uses green hydrogen and is capable of replacing raw materials of fossil origin with sustainable materials.

This year, the company has announced the sale of its exploration and production assets in Colombia and Peru.

Following the sale of its Abu Dhabi assets in 2023, the company has now divested close to 70 percent of its oil-production assets compared to 2022.

In addition, in August it announced the sale of its butane, propane and autogas affiliate (Gasib).

“Today is a proud moment for our family of over 11,000 professionals, as well as for our customers, partners and stakeholders,” said Moeve CEO Maarten Wetselaar. “I’m thrilled to share that, after more than 90 years as Cepsa, we are evolving into something new—Moeve—a brand committed to a sustainable future, with the majority of our profits set to come from sustainable activities by the end of this decade. Over the past two years, this renowned and collaborative company has accelerated its transformation, achieving key milestones in its 2030 Positive Motion strategy. Today, we are proud to introduce a brand that reflects our commitment to leading Europe’s energy transition, particularly in green-molecule production—such as green hydrogen and second-generation biofuels—and ultra-fast electric mobility.”

Wetselaar added that the launch of Moeve signifies the next chapter in the company’s history within the energy sector.

“Our company was founded in 1929 as Compañía Española de Petróleos SA to build Spain’s first refinery and lead the nation’s initial energy transition,” Wetselaar said. “For nearly a century, Cepsa has played a crucial role as a driver of Spain’s economic progress and growth. Yet, today, the world requires new, more sustainable energy solutions. Moeve enables us to approach the future with greater confidence and a solid commitment to our customers—expanding the availability of sustainable and affordable energy solutions, supporting their decarbonization efforts, and advancing together in this new energy transition for a better world.”

The new brand, developed in collaboration with the agency Landor, reflects movement, optimism and evolution through different colors, textures and dimensions, with a design conceived for the digital world.

“Moeve is a distinctive name designed to lead customers, markets and society towards a brighter future,” said Pierre-Yves Sachet, the head of brand and director of mobility and new commerce. “The brand’s new colors feature inspiring tones that challenge the status quo, breaking from tradition to pave the way for a world of sustainable energy and mobility, in line with our new strategy.”

The announcement will be followed by the phased rollout of the new brand across all service stations, beginning in November at a rate of 600 stations per year, eventually covering the company’s network of over 1,800 stations in Spain and Portugal.

Additionally, the company will launch a new global advertising campaign in the coming days.