Motorists queue to take advantage of Gull Birkenhead's heavily-discounted fuel prices last night.
Some Gull service stations ran out of fuel overnight as a 20 cent per litre discount attracted huge demand and long queues.
The company dropped prices across all its stations from 7am yesterday and motorists have until midday today to get the discount.
The lowest prices of all are atGull Atiamuri on State Highway 1, north of Taupo, and Gull's newly-opened Birkenhead site.
A Herald staff member last night filmed cars queuing onto Mokoia Rd outside the North Shore service station, which Gull New Zealand general manager Dave Bodger said had seen the biggest demand of all since the discount kicked in.
At Gull Birkenhead and Atiamuri, 91 octane is being sold at $1.677 per litre, 98 for $1.827 per litre, while diesel is going for under $1 at $0.997 a litre.
At the majority of Gull outlets where the company controls prices, 91 is selling for $1.777 per litre, 98 for $1.927 and diesel for $1.057.
Bodger said some pumps had run out of fuel overnight and the company had been scrambling to keep them topped up.
"It's just been phenomenal, especially at Birkenhead," he said. "I think we were 36 cents below our opposition on price - we were under them already and then we dropped another 20 cents."
At other sites, too, there were "just queues and queues of traffic", Bodger said.
"I think we've actually had some supply issues it's just been that rapid a number of sales."
"Last evening we had a couple go dry but we'll be able to re-supply by prioritising as best we can and drop off a bucket-full here and a bucket-full there."
Often the opposition would drop their prices to meet discounts but they didn't yesterday.
The company probably wouldn't make any money out of the extra sales, "but it's Christmas time," Bodger said.
"It's time to support your customer and we've made a lot of people happy; we've given them some savings for the holidays and that's good enough for us."
