The first Challenge petrol station was opened by
Fletcher Challenge in April 1998. The lower prices of Challenge and
Gull New Zealand contributed to a price war in the New Zealand fuel retailing industry. The Challenge brand was purchased by Caltex New Zealand from Rubicon in 2001. It became part of the Rubicon business during the split of Fletcher Challenge in 2001, and was sold to
Caltex New Zealand later that year.
Z Energy purchased
Caltex New Zealand in 2016, bringing the Challenge service station brand ownership into Z. From 1 April 2025, the Challenge brand became fully owned by its independent Kiwi operators – the very people who serve local communities across New Zealand every day. Store owners are all Shareholders of Dealer Co (NZ) Ltd, and the stores trade under the Challenge brand. ==References==