The Royal Dutch Shell Group will redesign its 570 service stations to attract more customers.
Chairman of Shell in Thailand Tiraphot Vajrabhaya said 50 stations would be rebranded in the first phase.
Shell controls 17 per cent of the service-station market, second only to oil-retail giant PTT with nearly 40 per cent following its recent acquisition of ConocoPhillips' Jet chain.
Shell's downstream business executive director Rob Routs said the company tried hard to buy Jet.
The company is now looking for other business-growth opportunities, Routs said. Shell did acquire Jet in Malaysia and its 44 service stations and 14 vacant sites.
