Centrica, the owner of British Gas, is set to launch a digital-only brand to challenge its lower-priced competitors by offering discounted deals on electricity and gas.
The aim of setting up British Gas X is to establish a brand name that can directly compete with the number of low-cost start ups that have lured thousands of customers away from British Gas.
Centrica hopes the new business venture can win back customers who have switched away from British Gas to rivals with cheaper rates, by switching again to British Gas X.
British Gas will continue to offer its premium service to customers, including all of the household extras that come with some of their tariffs. The two sibling brands will not compete with each other for the same customers.
The head of Centrica's home services division, Peter Simon, will run British Gas X, while Matthew Bateman, who runs Centrica's field operations, will manage the existing British Gas supply business.
Source: The Guardian
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