istory teaches that those being
disrupted support regulation
to protect their places in
the market. The losers, however,
tend to be the consumers.
Responses to the recent
shift in mobile fueling read
like a textbook on the history
of the U.S. fueling industry.
Traditional fuel retailers
in the late 1940s presented
similar arguments when the
;rst gas stations began transitioning from full service to
A few innovative retailers responded to customer
demand for self-serve ;lling stations, and full-service retailers quickly voiced regulatory and safety concerns about the
dangers of untrained customers pumping their own fuel.
Mobile fueling isn’t new. It sat largely
unnoticed for years. Until recently, the
industry was composed of a handful of
regional fuel wholesalers that provided
;eet fueling for mid-size to large
;xed diesel and gas-powered busi-
Their customers primarily were
organizations that recognized an
enormous labor cost associated
with hourly employees who refueled their company vehicles at gas
stations while on the clock.
Then came the app and gig
economy, along with technological advancements in vehicle
manufacturing and mobility.
It’s only natural that a handful of entrepreneurs and
startups would take mobile fueling where it didn’t go before:
directly to consumers.