Why BP Will Never Be Great Again


BP image problemBP (BP) has a big problem.

No, this isn't all about 2010's horrific deep-sea oil rig explosion that cost several human lives and took a heavy toll on the Gulf of Mexico's marine life and the tourism of coastal towns in the area.

BP set up a $20 billion fund to compensate victims shortly after the incident. It remains to be seen if that will be enough -- or if it will ultimately be BP, Halliburton (HAL), or insurers that have to fork over the most money in what has been the most catastrophic marine oil spill in the history of the petroleum industry.

As devastating as the episode was and continues to be, BP actually has bigger oily fish to fry these days: BP has been missing Wall Street's profit targets lately.

Analysts see revenue and profitability declining this year. The "boycott BP" movement may be largely over, but the company is now dogged by sloppy operations and a general trend toward less gasoline consumption. In short, BP's a mess.

Spilling Its Guts

A few months ago, new ads began popping up promoting the once-popular vacation getaways along the gulf. Florida, Alabama, Louisiana, and Mississippi playfully compete with one another to point out the area's tourist attractions. It's a peculiar ad until you see that this "cordial invitation to visit the Gulf" is actually sponsored by BP.


We're now nearly two years removed from the incident, but BP continues to pay the price for it. It has already committed to shell out $92 million over three years to promote tourism in the Gulf region. BP is doing the right thing -- now -- but there's a bigger price to pay.

Shortly after the spill -- when "boycott BP" rhetoric was at its loudest -- independent BP station owners were reportedly suffering a 10% to 40% decline in business. The idea of reverting to the Amoco name that many of these stations operated under before the BP acquisition was bandied about, but BP decided to stick with its now tarnished brand.

How could BP blame independent station owners if they wanted to abandon ship completely?

Unleaded Financials

Things aren't going in the right direction at BP. Analysts see the oil giant earning $6.52 a share this year, less than the $6.75 a share it's pegged to post for all of 2011 and even less than the $6.55 a share it rang up during the boycott-rific 2010. The pros also see revenue tanking 2.4% to $348 billion.

Bulls will argue that declining profitability is still profitability. It's also hard to dismiss a company positioned to generate nearly $350 million in revenue. However, it's hard to take these forecasts too seriously.

Let's go over BP's last four quarters, comparing what Wall Street was banking on the maligned petroleum giant earning and the net income it ultimately spewed out of its nozzle.

EPS Estimate
EPS Actual
Q3 2011
Q2 2011
Q1 2011
Q4 2010
Source: Thomson Financial Network.

Let's not blame the repeated shortfalls on the nature of the industry. Top dog ExxonMobil (XOM) has beaten Wall Street's bottom-line estimates in three of the past four quarters. Missing the mark has been a BP-specific problem.

How confident can you be that BP will earn even $6.52 a share given the track record of the pros that have been overestimating its profit potential over the past year? Three months ago, analysts were targeting a profit of $6.88 a share out of BP. It's a different story now.

The Ups and Downs of Fuel Prices

BP's performance slipping during a time of cascading prices at the pump would be understandable, but that's not what's happening. Increasing demand in China and tension overseas have been moving oil prices higher, and analysts see prices climbing again this year.

There's another trend working against all of this. Have you checked out the mileage on the latest breed of hybrids? Even traditional cars are cashing in on technology that makes new automobiles more fuel efficient. We don't need to drive less to spend less on gasoline.

Newer forms of energy and the slow migration to electric cars will also begin eating at the powerhouse that BP was before the Deepwater Horizon tragedy.

BP isn't going away. However, it may very well have peaked last year.

Shareholders may not see it that way. The stock is trading closer to its 52-week high than its 52-week low. Investors may be wooed by its chunky 3.9% yield, but how sustainable can that be if earnings continue to slide as fuel consumption trends continue to work against BP and independent station operators move away from the broken BP brand?

The pain at the pump that used to be yours now belongs to BP.

Longtime Motley Fool contributor Rick Munarriz does not own shares in any of the stocks in this article.

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January 09 2012 at 10:20 PM Report abuse rate up rate down Reply

Oh my Huffy Posters, Perhaps the White House Occupant is a little pissed at BP for not caring about his campaign. Remember that BP is a GLOBAL CORPORATION and does care about dividends for the stockholders!!!! When the Occupant 'fined ' BP 20 million the stockholders (pensioners & pension funds)were not happy with the WH. So maybe- BP is OK without giving favors to this clown & the Wall Street banks are still investing-- except the Huffy Post Lib writers???

January 09 2012 at 10:26 AM Report abuse rate up rate down Reply

they act like it a bad thing they only going to make 6 billion profit even if they make 1 billlion profit at less they making money the only reason they make so much money is THEY OVER CHARGE for there product like the other oil company and so if they can get it in there head they rip of people to long and max out there profit it will be better for all!!!!!!!!!!!

January 08 2012 at 9:49 AM Report abuse -1 rate up rate down Reply

Rubbish. Exxon recovered, BP will recover, and there will be other spills.

January 07 2012 at 7:54 PM Report abuse +3 rate up rate down Reply

I tried to boycott BP after the incident in the gulf, but no other gas performs as well in my two cars so I went back to it and will continue to use it.

January 07 2012 at 3:27 PM Report abuse +3 rate up rate down Reply

About 10 years ago, I was driving an Olds Intrigue, and over the course of 9 months, 3 fuel injectors failed. My dealer asked if I was using Shell. I said yes, since my parents had used Shell since moving to Chicago in the early 1960s.

He told me to stop, because Shell's summer blend for Chicago was rotting out fuel injectors on GM's 3.8L V-6 engine. He recommended BP/Amoco or Mobil.

Since BP's footprint in Chicago is much larger than Mobil's, I've been using BP ever since.

And while oil consumption is declinng in the U.S., it's increasing in China and India, as the middle class grows and buys cars. An Indian co-worker of my wife's bought his first car, a Toyota Corolla, and many of his friends are also buying their first cars.

Simply put, Americans are replacing cars with more efficient vehicles. Chinese and Indians are buying their first cars. So, regardless of efficiency, the number of cars is increasing globally, along with oil consumption.

January 07 2012 at 3:26 PM Report abuse +3 rate up rate down Reply

bull s*&t

January 07 2012 at 3:07 PM Report abuse +1 rate up rate down Reply
Mark Mason

Push your profit margin to the limit and pay the price for cutting qulity and safe gaurds, nobody is going to trust the name BP in the US again, and we are the bigest consumers of oil in the world. You just can't go somewhere eles to sell your product and except to make the same money, sorry. Other companys need take a close look at what has, and is happening to BP.

January 07 2012 at 2:25 PM Report abuse -3 rate up rate down Reply
1 reply to Mark Mason's comment

Mark... How is that Obama electric Firemobile working out for you??? Ready to sell the GM stock??? Oh wait.... that is the USA version of Solendra owned by Obama Car Co. Never mind... keep using your bike... I need the fuel for my V-8 32 valve luxury car.

January 09 2012 at 10:30 AM Report abuse rate up rate down Reply


January 07 2012 at 2:01 PM Report abuse -2 rate up rate down Reply
1 reply to Doyle's comment

Only BP gas goes in our vehicles, I guess we are evening eachother out.

January 07 2012 at 2:21 PM Report abuse +4 rate up rate down Reply
1 reply to hy's comment

Must be a BP stockholder... Burrn @$$hole

January 07 2012 at 3:01 PM Report abuse -3 rate up rate down
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January 07 2012 at 2:00 PM Report abuse rate up rate down Reply