The first service station in the nation to offer fuel that is 15 percent ethanol, or E15, for regular cars has just begun sales, the New York Times reports:

“I’m a firm believer that we have to do something. You can’t just sit there,” said Scott Zaremba, owner of the Phillips 66 station in Lawrence, Kan. “Being in the Midwest, offering renewables from ethanol and biodiesel fuel are just a natural fit for us.”

Mr. Zaremba and other ethanol advocates acknowledge that it will be difficult to persuade motorists to fill up with E15. Although the Environmental Protection Agency has approved the fuel for cars with a model year of 2001 and later, most major automakers are warning customers to stay away, saying they are unconvinced that it is safe for engines. And the modifications necessary for a gas station to offer E15 may cost tens of thousands of dollars — a steep deterrent to station owners who have no idea whether the fuel will appeal to customers.

Zaremba's pumps allow customers to select E10, E15, E30 or E85 blends. The Times said he has been selling E15 for a while, but only this week began labeling it for use by ordinary cars, and not just “flex-fuel” cars that can use any mix up to 85 percent ethanol.

The Times reporter also found that buyers for the new blend “were scarce.”