A debate over whether Ghanaian motorists should choose RON 91 or RON 95 petrol has become an unexpected marketing opportunity for StarOil, according to CEO Kwame Tieku. He says the company used consumer education around fuel grades to challenge common assumptions in the market and build a stronger connection with motorists.
This story falls under Business
For taxi drivers, commercial transport operators, delivery riders and ordinary motorists watching fuel prices closely, the choice between petrol grades is more than a technical discussion about fuel chemistry. It can affect daily running costs and how much value customers get from every litre purchased.
In a social media post, Tieku explained how StarOil approached the RON 91 versus RON 95 conversation and why he believes the strategy worked in the company’s favour.
How Ghana’s RON 91 vs RON 95 debate became a business opportunity
For years, many consumers have associated RON 95 petrol with better quality because it is often positioned as a premium fuel, while RON 91 has sometimes been viewed as a lower-grade option.
Tieku argued that this perception does not always reflect the technical meaning of octane ratings.
“RON is NOT a measure of fuel quality or energy content. Instead, it indicates a fuel’s resistance to engine knocking,” Tieku wrote.
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The StarOil CEO explained that octane ratings are designed to show how well petrol resists knocking in engines, rather than automatically determining whether one fuel is better than another for every vehicle.
He said motorists should follow their vehicle manufacturers’ recommendations instead of assuming that a higher RON rating will always deliver better performance or value.
“Motorists should choose the octane rating recommended by their vehicle manufacturer,” Tieku said.
The conversation became more important during periods of rising fuel prices, when households and businesses were looking for ways to manage transport costs.
The pressure on consumers also increased interest in understanding whether paying more for a particular fuel grade actually delivered meaningful benefits.
This debate came at a time when Ghana’s oil marketing companies were competing heavily for customers through pricing, branding and customer loyalty. Read more about why motorists are being urged to think twice before filling up after floods.
How StarOil used consumer education to compete
According to Tieku, StarOil’s strategy was built around educating motorists about the difference between fuel grades rather than simply promoting one product over another.
He said many vehicles operating in Ghana, including commercial motorcycles, tricycles and several passenger vehicles, are designed to run efficiently on RON 91 petrol.
The CEO argued that some motorists may spend more on higher-octane fuel even when their vehicles do not require it.
Rather than competing only on price, Tieku said StarOil focused on helping customers make informed choices.
“Marketing is most effective when it is grounded in science and factual information,” he wrote.
He added that consumer trust had become increasingly important because customers were becoming more knowledgeable and willing to question traditional assumptions.
“Customers are increasingly informed, and in competitive markets, perceptions that are not supported by evidence are eventually challenged,” Tieku said.
The approach, he suggested, helped StarOil stand out in a market where larger oil marketing companies had stronger brand recognition and wider consumer familiarity.
What the fuel debate means for Ghana’s oil industry
Tieku said the experience showed that companies can gain an advantage by combining competitive pricing with honest communication and consumer education.
He pointed to GOIL’s decision to reintroduce RON 91 petrol after previously focusing on RON 95 as evidence that consumer preferences continued to influence decisions in the market.
While Tieku’s comments reflect StarOil’s perspective, the wider industry lesson is clear: businesses increasingly compete not only through products and prices, but also through the information they provide customers.
For motorists, the debate is a reminder that the best fuel choice depends on their vehicle’s requirements, driving needs and budget.
For fuel companies, it highlights the value of earning customer trust in a competitive market.
“Companies that educate consumers honestly and help them make better-informed decisions are more likely to earn something far more valuable than a temporary sales increase,” Tieku wrote. “They earn lasting customer trust.”
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