Engen has once again been crowned South Africa’s “Coolest Petrol Station” in the Sunday Times GenNext Awards. This marks an extraordinary 16-year winning streak for South Africa’s biggest fuel and convenience brand and reaffirms its deep connection with the country’s youth.
“Sixteen consecutive wins in the GenNext Awards is no small feat,” says Godfrey Vilakazi, Engen’s General Manager: Marketing, Communications & External Affairs. “It’s proof that Engen continues to live in the hearts and minds of young South Africans – not just as a fuel brand, but as part of their lifestyle, energy, and identity.”
Reading the youth pulse
South Africa’s youth market – a demographic representing more than 60% of the population under 35 (Stats SA, 2024) – wields increasing cultural and spending influence. According to the 2024 GenNext Report (Arena Holdings), young consumers gravitate toward brands that align with their values, demonstrate authenticity, and contribute to social or environmental impact.
Recent findings from BrandMapp and Youth Dynamix further reveal that this generation prizes experiential value over ownership, digital convenience over tradition, and expects brands to “show up where they are” – whether that’s online, on social media, or at lifestyle events.
According to Youth Dynamix, Gen Z doesn’t see loyalty as automatic, they reward brands that are relatable, relevant, and responsible. That is to say, those brands that plug into culture and make life easier.
For Engen, maintaining the “Coolest” Petrol Station title for 16 consecutive years demonstrates a rare ability to evolve alongside the youth market through its convenience offering to its lifestyle partnerships.
Bringing the energy to Rocking the Daisies
This year, Engen amplified its youth engagement by debuting at Rocking the Daisies, South Africa’s leading music and lifestyle festival, as the exclusive water brand and a major on-site partner.
The brand activation brought Engen’s Quickshop & Co., Café 365, and Brazmata Coffee Co., concepts to life. This created a vibrant, festival-style recreation of its forecourt convenience experience where festivalgoers could refuel, recharge, and reconnect through live DJ sets, gaming stations, morning coffee raves, and on-the-go treats from Engen’s private-label range.
“Rocking the Daisies was the perfect platform to show that Engen is more than a place to fill up, We are part of South African lifestyle and culture,” adds Vilakazi. “For many young South Africans, experiences like this reflect who they are. We’re proud to be a brand that keeps up with their energy.”
Fuel meets lifestyle: forecourt retail’s evolution
Engen’s success with youth audiences mirrors a wider global and local transformation of the forecourt retail landscape.
According to Trade Intelligence’s Forecourt Retail commentary (July 2025), fuel volumes across industry have declined by about 6.3 % year on year, while forecourt convenience sales increased about 4.0 % over the same period in 2024. Meanwhile, KPMG’s Fuel Forecourt Market Report highlights that globally, non-fuel retail now accounts for over 35% of forecourt profitability, as convenience and café formats drive customer traffic.
This evolution is accelerating as fuel retailers adapt to shifting mobility trends, including electric vehicle (EV) charging and app-based payment and loyalty platforms such as Engen’s 1App – a digital ecosystem that allows customers to pay for fuel, earn rewards, and access exclusive promotions directly from their smartphones.
“Today’s forecourt is no longer just about fuel and has become a micro-hub for convenience, connection, and culture,” continues Vilakazi. “Consumers expect great coffee, good food, fast Wi-Fi, and frictionless payments. Brands that understand this lifestyle dimension are redefining what ‘cool’ means in the mobility space.”
Engen’s growing network of over 1,050+ service stations – which includes extensive rollout of Café 365 and Brazmata Coffee Co. – reflects this shift, positioning the brand at the intersection of energy, convenience, and culture.
Still Number One — with the next generation and beyond
As youth expectations evolve, Engen’s focus remains clear: to create real, relevant experiences that reflect South Africa’s vibrant, diverse spirit.
“Our connection with young people is about more than recognition – it’s about understanding their energy, their values, and their world,” says Vilakazi. “Whether through innovation, convenience, or culture, we’ll keep finding ways to stay part of their journey – because With us you are Number One.”
The Sunday Times GenNext survey remains the leading annual measure of brand preference and consumer behaviour among South Africans aged 8–30. Based on the opinions of over 7,000 young people nationwide, the results provide a powerful snapshot of how brands are resonating with the next generation of consumers.