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Valero also retails gasoline branded as Valero, Shamrock, Diamond Shamrock, Ultramar, Beacon, and Total (under license from Total S.A.). While this arm of the company is the most visible to the public, it is, according to CEO William R. Klesse, a very small part of Valero's operations.Valero is gradually shifting its focus from being a discount gasoline brand to becoming a premium brand. As part of that shift, Valero has begun to rebrand its Ultramar, Beacon, Total and Diamond Shamrock stations to the Valero brand. The Beacon and Shamrock brands are used by retailers as a low cost alternative to the premium Valero brand. (The Shamrock brand, in the Valero empire, is based on the former Shamrock Oil and Gas Company, which merged with Diamond Alkali in 1967 to form Diamond Shamrock.) The name Ultramar, while being eliminated in the U.S., will still be used as Valero's brand name in Canada. Valero introduced its updated Corner Store retail concept on December 28, 2007, opening the company's first 5,500-square-foot (510 m2) prototype in western San Antonio.Valero issues its own private label credit cards for its stations through its credit card-only subsidiary, DSRM National Bank. The initials stand for Diamond Shamrock Refining Marketing, the unit of Diamond Shamrock which created it before being purchased by Valero.  

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