The name change “leverages the inherent strength of our Speedway brand,” president says.
Speedway SuperAmerica LLC (SSA) has changed its official corporate name to Speedway LLC.
The Speedway name is largely recognized by consumers in Ohio, Michigan, Indiana, Illinois, Wisconsin, West Virginia and Kentucky as a source for quality fuels and merchandise items.
With the Dec. 1, 2010, sale of 166 SuperAmerica locations, primarily located in Minnesota, the name change reflects the current brand make-up of the company’s approximately 1,350 gasoline/convenience store locations.
“The name change solidifies our identity within the convenience store industry and leverages the inherent strength of our Speedway brand,” said Tony Kenney, president of Speedway.
Speedway’s brand strength was noted in 2009 and 2010 by the EquiTrend Brand Study conducted by Harris Interactive. In both consumer brand awareness studies, Speedway has been the highest ranked retail gasoline brand in the U.S. in terms of overall brand equity.
