E15 was approved for use in model year 2001 and newer cars, light-duty trucks, medium-duty passenger vehicles (SUVs), and all flex-fuel vehicles (FFVs) by the U.S. Environmental Protection Agency (EPA) in 2012. In fact, 9 out of 10 of the cars, trucks and SUVs on the road today are approved by their manufacturer to run on E15. Together these vehicles consume 97% of the unleaded fuel sold in the United States.
This represents a huge market opportunity for retailers seeking to increase margins and who want to become the price setter in their area on a product competitors may not offer.
Why sell E15?
Each retailer that offers E15 today had their own reason for entering the market, but most saw the promise of this high quality, high octane, lower cost, fuel. E15 typically has an octane rating of 88, but costs less than regular unleaded. This gives the retailer a lower priced fuel on the price sign and can help attract additional customers. This discount also gives the retailer a chance to make more profit margin while still giving a discount to consumers. It has also been proven that E15 attracts new customers and does not cannibalize E10 customers. Overall fuel volumes are up at every station offering E15 today. This is true of the standalone independents and the major chains. If you want more customers inside your store, higher ethanol blends like E15 can help.