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Just when you thought he couldn't go any lower, Adrian Portelli has slashed the price of fuel at his new Melbourne petrol station.
Last week, the Australian billionaire, 37, launched the LMCT+ petrol station in Preston, selling unleaded petrol for just 99 cents per litre.
He went one better on Thursday, announcing that he had cut the price to just 49 cents per litre.
Portelli took to Instagram to share a video that showed him kicking the price sign before the display changed to 49.99.
Sporting a cheeky grin, Adrian declared: 'F*** the system,' before striding out of frame.
In a subsequent clip, Portelli joked that he had, in fact, increased the price before taking a dig at critics of his ambitious venture.
Just when you thought he couldn't go any lower, Adrian Portelli has slashed the price of fuel at his new Melbourne petrol station
Last week, the Australian billionaire, 37, launched the LMCT+ petrol station in Preston, selling unleaded petrol for just 99 cents per litre
'Okay, okay, okay, I promise this time I have increased the price today,' he said, before turning the camera to reveal the price sign now reading 49.99.
'Go and get f***ed, 49 cents,' he said.
'You know what? F*** you all – 49 cents, come and get it.'
Portelli's discount announcement was met with a chorus of excited approval from his 1.2 million Instagram followers.
'When you make the right person filthy rich,' one commented, while another chimed in with: 'This man is for the people.'
Another offered a similar sentiment while taking a not-so-subtle swipe at the Federal Government.
'Done more for the people in the last few weeks than Labor has done in six months,' they wrote.
Another added that they had never seen petrol being sold so cheaply, with: 'I don't remember petrol being this low in my entire life.'
The comment was not lost on Portelli, who uploaded a third clip about his cut-price fuel.
He went one better on Thursday, announcing that he had cut the price to just 50 cents per litre
'Here is a fun fact. Petrol in Australia hasn't been 49.9 cents since around 1985,' he said.
'When you take into account inflation, that's more around the dollar mark. So, it's fair to say that petrol has never been sold in Australia this cheap ever before.
'So, I don't know what to say now. Just come and get cheap fuel.'
Portelli officially opened the first of his chain of petrol stations last week.
He was mobbed by fans for several hours at the event, which culminated in one of his infamous giveaways of a jaw-dropping $1 million.
The entrepreneur announced his petrol pump venture as part of an extension to LMCT+, his subscription-based rewards club, in December 2025.
Speaking to the Daily Mail on the night, Portelli said he aimed to serve his community by offering petrol at competitive prices as Australia faces shortages.
'Yeah, look, I'm gonna do what I can to relieve that,' Portelli said of the country's fuel crisis.
Portelli officially opened the first of his chain of petrol stations last week. He was mobbed by fans for several hours at the event, which culminated in one of his infamous giveaways of a jaw-dropping $1 million
'I've got my customer base that have supported me over the years, so I'm willing to take a hit to the pocket to support them in these times.'
Portelli indicated that he was likely to take a financial hit due to his low prices, which he intends to increase at some stage.
'This is just something to say thank you. But you know, we're gonna obviously have to at some point increase our prices, but like I said, we're gonna give wholesale fuel,' he said.
Following the opening, Portelli clapped back on social media after someone publicly challenged his pricing, which is only available to club members who purchase an annual membership.
'You pay $240 for the year plus $1 per litre. I pay 0.79c more (and still dropping) for petrol but save $240 a year. How is that giving back to the community? Work out $240 times thousands of people, you all just made him rich there,' one person sniped about Portelli's business model.
However, Portelli was having none of it and quickly challenged their claims, stating his business offered great savings for everyone.
'You're actually stupid. Even saving 20c a litre at 50L per week, you're saving $520 per year. Not to mention, a standard fuel saver is $99 per year. Shut your mouth and stop spitting s**t,' Portelli retorted.
He added that he had big business plans for the future and that his club members would continue to save money with him.
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