By Doug Fletcher,Staff Writer

LEWISTON – For the past 70 years, George Gendron’s family has been selling name-brand gasoline.

No more. As of Wednesday, Gendron’s stations on Lisbon and Sabattus streets have gone to unbranded gasoline. The stations’ trademark Mobil marquees are being replaced by bold red, white and blue signs proclaiming Gendron’s U Save.

Joe Gendron began the family’s tradition of selling gasoline in the early 1930s at Morency’s Garage.

“He used to sell gas at 10 gallons for a buck,” said grandson George Gendron.

In 1940, Joe purchased the Jimmy’s No. 9 station at 520 Lisbon St. – not far from The Ritz – and started pumping Tydol, a brand no longer in existence.

Joe’s son Del Gendron took over the business in 1953, and in 1972, George Gendron joined in, taking over the 990 Lisbon St. Shell station lease.

At various times, George Gendron says, the family sold Getty, Texaco, Exxon, Tidol and Shell. Until Wednesday, his most recent supplier was Mobil.

“I’m tired of being the highest (price) on the street,” Gendron said Wednesday as his Mobil sign was being dismantled.

As he was saying it, he was already the cheapest on Lisbon Street – by 2 cents. His unbranded gasoline was selling for $2.879 per gallon. His biggest competitor price-wise was a Mobil station about a half-mile away that had recently lowered its price to $2.899 for regular. Other nearby stations were selling fuel for prices in the $2.90s.

On Wednesday, he was getting his Lisbon Street storage tanks topped off with fuel hauled to the station by a C.N. Brown tanker. Gendron says he’ll buy gasoline wholesale for the best price he can get, and then pass the savings on to his customers.

“Whatever is the lowest-priced quality gas for that day is what I will purchase so my customers will get the savings,” he said. “In these times, everyone is feeling the pinch and saving money at the pumps will help.”

He added, however: “I can’t say I’m not scared” by the change in suppliers, “but I’m also excited.”

He said he started telling his regular customers of the pending change last week. They’ve been supportive, he said, particularly at a time when gasoline prices have soared to record levels in the wake of petroleum industry damages caused by Hurricane Katrina.

“Aren’t the big oil companies making enough money?” he asked. Exxon-Mobil, his supplier until now, “increased its profits by 36 percent, making over $7 billion,” in the second quarter, Gendron said.

By going independent, Gendron said he’ll be “selling quality gasoline for the best possible price. I believe my customers will appreciate the change.”