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Adrian Portelli has unveiled a $1 petrol plan as he takes on Australia\u2019s fuel giants in a bold cost-of-living play. Picture: Adrian Portelli\/LMCT+<\/p>\n
Adrian Portelli has unveiled a plan to sell petrol for just $1 a litre, taking aim at Australia\u2019s fuel giants in a bold cost-of-living play.<\/p>\n
The LMCT+ founder revealed the move in an Instagram video, describing it as part of the \u201cbiggest week\u201d of his life as he prepares to launch both a new Channel 7 series and his own petrol station.<\/p>\n
Portelli\u2019s first visible LMCT+ fuel site has already emerged in Preston, at the corner of Gower St and Plenty Rd, where a former Shell servo is being rebadged ahead of launch. \u2018New player in town\u2019: Portelli\u2019s brutal Block swipe<\/a><\/p>\n Yoghurt giant opens Melb cafe with huge freebie<\/a><\/p>\n The $1 fuel offer will be limited to members, with a soft opening expected later this week as the rollout begins.<\/p>\n \u201cYou guys supported me, I\u2019m going to support you guys,\u201d Portelli said.<\/p>\n \u201cOne buck fuel just for my members.\u201d<\/p>\n The My Reno Rules primary sponsor has framed the fuel push as a response to frustration with major petrol chains, which he claims failed to deliver meaningful discounts to everyday Australians.<\/p>\n It sets up a direct challenge to established players, with typical fuel prices sitting well above the $1 mark, raising immediate questions about how the pricing can be sustained.<\/p>\n The first LMCT+ petrol site has emerged in Preston, where a former Shell servo is being rebadged ahead of launch. Picture: Adrian Portelli\/LMCT+<\/p>\n The fuel gamble comes as Portelli simultaneously steps into television with My Reno Rules, which premieres tonight on Channel 7, adding another layer of risk to an already high-stakes week.<\/p>\n \u201cWhether you love me or whether you hate me, make sure you tune in,\u201d he said.<\/p>\n \u201cYou\u2019re either going to see me take on the big boys and succeed as the underdog or crash and burn.\u201d<\/p>\n Portelli said he was now going head-to-head with \u201cGoliaths\u201d across both media and fuel.<\/p>\n \u201cI\u2019ve gone from being the top dog to the underdog,\u201d he said.<\/p>\n Adrian Portelli has flagged ambitions to expand his fuel network, with supporters already calling for sites across Australia. Picture: Adrian Portelli\/LMCT+<\/p>\n Reaction to the Instagram post was immediate, with supporters backing both the TV launch and the fuel play.<\/p>\n \u201cBring it on!\u201d one commenter wrote.<\/p>\n Another added: \u201cAdrian is for the Aussies,\u201d while others were already calling for the rollout to spread interstate, with one follower posting: \u201cNext servo in SA please \u2026 a servo with E85 and good fuel prices would be great.\u201d<\/p>\n Adrian Portelli joked about taking on Jacinta Allan, sharing a poll asking followers to choose the next Victorian premier. Picture: Adrian Portelli\/LMCT+<\/p>\n Earlier on Monday, Portelli also joked on Instagram about taking on Jacinta Allan, sharing a tongue-in-cheek poll asking followers to choose between \u201cPortelli\u201d and \u201cAllan\u201d for the Victorian premier\u2019s job.<\/p>\n The response highlights just how raw fuel pricing remains for households, with motorists increasingly frustrated by high bowser prices and hungry for anything that promises relief.<\/p>\n Whether Portelli\u2019s $1 petrol push becomes a genuine disruptor or a short-lived stunt now looms as the real question, and for drivers paying far more at the pump, it\u2019s one many will be watching closely.\u201d<\/p>\n Sign up to the Herald Sun Weekly Real Estate Update. Click here <\/a>to get the latest Victorian property market news delivered direct to your inbox.<\/p>\n
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