Propelling Change at the Pump

Karen E. Klein profiles Propel Fuels, and their ambitious plan to lead the nation in providing alternative fuels to would-be consumers at their "gas station of the future," the first of which opened last month.

2 minute read

June 4, 2012, 1:00 PM PDT

By Jonathan Nettler @nettsj


Offering gasoline, ethanol, and biodiesel fuels, tuneups for cyclists, and public transit information, "Propel is laying the foundation for what 37-year-old [CEO Matt] Horton calls the 'slow, but exciting' transformation of the U.S. automotive industry," writes Klein.

The four-year-old company is well on its way to dramatically improving access to alternative fuels for drivers in the Golden State. "Backed by more than $19 million in venture capital and nearly $12 million in grants from the U.S. Department of Energy and the California Energy Commission, yesterday the 23-person Redwood City (Calif.) startup received an additional $10.1 million grant from the Commission to help build 100 stations around the state in the next four years."

According to Klein, "Propel provides information about alternative fuels at its pumps, since studies have shown that more than one-third of drivers of flex-fuel cars don't realize their cars can run on something other than gasoline. And it encourages customers to sign up for a system that tracks their carbon emissions. They can then log on to Propel's website for customized reports about the benefits they're getting from avoiding imported fuel."

"Propel is 'a remarkable company, like the Apple store of the alternative energy market,' says Jim Lane, editor and publisher of BiofuelsDigest, a daily online publication. 'We have these transformative fuel products that are being sold as commodities, like computers used to be sold. But Apple really showed that if you start thinking about customer experience you can change people's minds and get them thinking about something in a whole new way.'"

Thanks to Daniel Lippman

Friday, June 1, 2012 in Bloomberg BusinessWeek

portrait of professional woman

I love the variety of courses, many practical, and all richly illustrated. They have inspired many ideas that I've applied in practice, and in my own teaching. Mary G., Urban Planner

I love the variety of courses, many practical, and all richly illustrated. They have inspired many ideas that I've applied in practice, and in my own teaching.

Mary G., Urban Planner

Cover CM Credits, Earn Certificates, Push Your Career Forward

Logo for Planetizen Federal Action Tracker with black and white image of U.S. Capitol with water ripple overlay.

Planetizen Federal Action Tracker

A weekly monitor of how Trump’s orders and actions are impacting planners and planning in America.

July 2, 2025 - Diana Ionescu

Aerial view of town of Wailuku in Maui, Hawaii with mountains in background against cloudy sunset sky.

Maui's Vacation Rental Debate Turns Ugly

Verbal attacks, misinformation campaigns and fistfights plague a high-stakes debate to convert thousands of vacation rentals into long-term housing.

July 1, 2025 - Honolulu Civil Beat

White and purple sign for Slow Street in San Francisco, California with people crossing crosswalk.

San Francisco Suspends Traffic Calming Amidst Record Deaths

Citing “a challenging fiscal landscape,” the city will cease the program on the heels of 42 traffic deaths, including 24 pedestrians.

July 1, 2025 - KQED

Google street view of red brick multi-story power plant building in Pittsburgh, PA.

Defunct Pittsburgh Power Plant to Become Residential Tower

A decommissioned steam heat plant will be redeveloped into almost 100 affordable housing units.

4 hours ago - Pittsburgh Post-Gazette

Cyclist on protected bike lane in middle of street in Washington D.C. with Washington Monument obelisk visible in background.

Trump Prompts Restructuring of Transportation Research Board in “Unprecedented Overreach”

The TRB has eliminated more than half of its committees including those focused on climate, equity, and cities.

5 hours ago - Streetsblog USA

Blue and silver Amtrak train at small station.

Amtrak Rolls Out New Orleans to Alabama “Mardi Gras” Train

The new service will operate morning and evening departures between Mobile and New Orleans.

July 3 - New Orleans City Business