A leaked internal document has shed light on how a major diesel supplier guided service stations to increase prices ahead of an expected national adjustment, raising serious questions about pricing practices within South Africa’s fuel supply chain.
The communication, dated 24 March 2026 and attributed to TotalEnergies Marketing South Africa (TMSA), outlines a structured approach to managing diesel demand by gradually increasing pump prices before 1 April 2026.
According to the document, TMSA observed a spike in diesel sales over the weekend of 21 to 22 March. In response, the company recommended that service stations begin raising prices immediately to align with an anticipated increase, rather than waiting for the official adjustment date.
The guidance provided was specific. Retailers were advised to implement a R6.00 per litre increase from Wednesday, 25 March, followed by an additional R1.00 per litre on Thursday and another R1.00 on Friday. This would bring the total increase to as much as R8.00 per litre within three days, compared to prices at the end of February.
TMSA linked the move to what it described as a “global crisis”, stating that its wholesale diesel prices had already increased by R6.00 per litre, alongside rising logistics costs. The document positions the early retail adjustments as a way to “negate abnormal demand” and prevent potential stock-outs at service stations.
While the company stated that daily price adjustments remain at the discretion of retailers, the structured pricing guidance suggests a coordinated approach to managing both supply and consumer behaviour at pump level.
The communication further introduces restrictions on its loyalty programme, limiting rewards to 45 litres per day for both diesel and petrol per customer. Additional instructions focused on operational control at service stations, including managing traffic flow and restricting the use of non-compliant fuel containers.
For the transport sector, this approach effectively shifts price increases forward, meaning fleets and independent operators could start absorbing higher fuel costs days before any formal national adjustment takes effect.
The document provides a rare inside look at how pricing strategies can be influenced upstream, offering insight into how supply pressures, demand management, and retail pricing intersect behind the scenes of South Africa’s fuel market.
The latest SA Trucking News straight to your inbox!
