Oil

A consistent offering, extensive coverage and superior service

Total is a major fuel retailer, with more than 16,400 stations⁽¹⁾ worldwide and leadership positions in Western Europe and Africa.

Our Marketing teams work to keep our network up to date through targeted development, in order to capitalize on strong brands and consistent, standardized facilities.

In France, which has the densest network, nearly 2,400 Total-branded stations serve customers seeking an expanded range of services. In addition, our network includes some 280 Elf outlets, located mainly on the outskirts of cities, and about 1,800 Elan stations in rural areas. Through this trio of distinctively positioned brands, we cover every customer segment and the entire country.

In addition, our AS24 subsidiary, specializes in unmanned service stations for professional drivers. It has 20,000 customers and more than 500 outlets designed to meet their specific needs in around 30 countries across Europe.

In Africa, more than 3,500 stations dot the landscape in over 40 countries. We have an 11% share of the African market.

(1) At end-2008, including service stations operated by Cepsa, in which Total owns a 48.83% interest.

Developing and offering new services

Even today, the strategy for growing the Total brand, created in 1954, is based on offering superior, close-to-the-customer service. This also leads to a perpetual quest to find the innovations most useful to consumers. In Europe, we were one of the very first to offer payment cards designed specifically for heavy users and have issued nearly 3.4 million cards in over 20 countries.

In partnership with a specialized financial organization, Total also pulled off a first in the French market in 2008, when we offered our customers a universal payment card entitling them to fuel rebates. In another example, that same year we also introduced a new concept for motorcycle and scooter owners, tested at two pilot stations in Milan, Italy, and L'Isle-Adam, near Paris, France. The pair are the first stations in the world with features specially designed for two-wheelers. Every aspect of their ergonomics - reserved space, a modified nozzle and pump with an adjusted flow rate, a helmet holder and a dedicated washing bay - was rethought to meet the specific needs of what is a growing customer base, especially in very densely populated urban areas.

Smarter, more economical consumption: fostering good habits on the road

More efficient energy use is still the best way to achieve financial savings and protect the environment. Our networks are involved in helping their customers, both car and truck drivers, acquire the right energy-saving habits. Total's Eco10 program and other European oil industry initiatives in which we are participating actively promote good practices at service stations in France and Europe. Examples include choosing the most efficient fuels and lubricants, checking engine settings and tire pressure regularly, and driving more smoothly, which is safer and more energy-frugal and lowers emissions.

An identical push is under way in the Africa-Middle East region where, for example, in late 2008 Total became the first retailer to offer a complete line of "eco-services" combining greenness and fuel cost reduction. The campaign is slated to be extended to 4,500 stations in 50 countries.

Specific programs target holders of Total GR payment cards and give priority to customers who manage company fleets, to encourage long-distance truckers to adopt eco-driving practices.

Optimizing installations and designing the stations of the future

Not obvious to customers but just as essential in terms of supporting sustainable development, we have implemented a series of measures at service stations in Europe to make the facilities themselves more energy efficient. Monitoring electricity use in real time and aligning equipment operation to business hours, store traffic and weather conditions help trim unnecessary kilowatt-hours.

Our teams are working to reduce the water used by our car washes. A steadily growing number of retail outlets all over the world are tapping the potential of renewable energies, in particular via photovoltaic solar panels and solar thermal collectors.

Opened in 2008, the Parsac superhighway service station in France combines several advances that illustrate this coordinated approach. A prototype of what could be the station of the future, it has reinforced building insulation, photovoltaic modules and solar thermal panels, a heat pump, natural cooling, more energy-efficient lighting solutions and precisely controlled refrigeration units to reduce energy consumption.

Service stations as centers for public health and safety information

Because our service station personnel deal with a broad cross-section of the public every day, they can play an important role in helping educate people about major social issues. Road safety has naturally been one of our priorities in this area, for many years, in all of our host countries. Public health is another major outreach focus, especially in the regions of the world most exposed to pandemics. Many of our subsidiaries are conducting public health campaigns tailored to the local situation.

In Nigeria, to give just one example, the Total network continues to extend to other regions of the country an HIV/AIDS information and testing campaign launched in 2007 in Lagos, one of the world's biggest population centers. Its goals are to expand risk awareness, check the spread of the disease and combat discrimination against people living with HIV/AIDS.

In 2008, service station employees across Africa and the Middle East received 7,000 practical malaria prevention guidebooks published in three languages and distributed more than 1.3 million brochures to the public on World Malaria Day.