Petrol firm set to make another self-serve pitch

Motorists are going to be given another chance to learn how to fill up their cars themselves

Motorists had problems using the Enoc self-service stations when they were introduced last year despite being given instruction leaflets

DUBAI // The emirate's state oil company says it has learnt its lessons from a previous failure and is ready to have another go at persuading UAE motorists to fill up their own cars. Emirates National Oil Company (Enoc) tried a two-month pilot scheme with self-service pumps in 10 petrol stations last year. The idea was dropped after a negative response from customers. The company has since invested Dh50 million (US$13.6m) in technology to make paying for self-service refuelling more convenient. Ease of payment was a major stumbling block last time around.

"Enoc is evaluating the possible introduction of a modern self-serve concept as an option for motorists buying fuel across its network of service stations in Dubai and the northern emirates," the company said yesterday. The company's cashless payment option is expected to speed the fuelling process, said Khalid Hadi, Enoc's group brands and marketing manager. The new payment system will work like a Salik tolls account at any of the UAE's 170 Enoc and Eppco stations.

Drivers with corporate accounts will not have to sign for or exchange cash for petrol. Their car will be recognised electronically and payment deducted from their account. "What we are planning is [for] the customer to park next to the [fuel] dispenser and start filling," Mr Hadi said. "There will be a link between the vehicle and the dispense machine and the total amount will be deducted from the driver's corporate account.

"There are no interactions of individuals and at end of the month the customer will get a bill. This will be operational by early 2010." Mr Hadi said the system could be extended to non-corporate customers. Cash customers will still have to pay before they fill up. "We are waiting to make sure all the technologies are available before we go and introduce this concept," he said. The new technology was also introduced to prepare for making the switch from selling petrol in gallons to litres, which will come into force tomorrow.

The main complaints during the self-service pilot scheme were about the payment process. Mr Hadi said Enoc's surveys had found that while Europeans and Americans were not deterred by the system, Emiratis and those from neighbouring Arab countries were not accustomed to the concept of fuelling their own cars. "The other part of the market segment, mainly the nationals and expat Arab communities, found a bit of difficulty accepting it," he said.

"We wanted more education with awareness campaigns for our customers to see the benefits of self-service," such as increased speed and efficiency. Some motorists were unperturbed by the possibility of filling up their own cars. "I did it before in the UK and it's not a problem," said Ramaz Sawiri, 41, a regulatory affairs director from Egypt. "People here are spoilt and it will only really affect a few people here."

He said he felt sorry for the pump attendants, as did Martin Schmidt, 41, a financial consultant from Germany. "It is hard to say where they go, but that is one of the bad things of introducing self-service," Mr Schmidt said. "Another downside is the fact it was seen as a luxury in Dubai to get somebody to fill up your car and could be seen as an attraction to living here. That will be gone now. I don't have a problem doing it even in the heat."

Mr Hadi said staff would be redeployed to other Enoc service stations. "We have other facilities such as the car wash [and] oil-change facilities and they would be relocated there," he said. Eppco and Enoc workers have stopped the free service of cleaning motorists' windscreens while they topped up their tanks. Neither company would say why. @Email:[e-mail]