A flashy sign displaying a gas pump hose with the American flag and the dollar sign is now seen at gas stations all over Tijuana these days. And there are others: “Here it is! Cheaper than in the USA. Full Service and Quality” and others with a similar message.
The marketing strategy is simple; appeal to Mexicans who cross the border daily for work/shopping as well as U.S. citizens who come south of the border to visit and – increasingly – solely because of the price of gas.
“The only reason I crossed the border into Tijuana was to fillup my gas tank,” said Jason Wells, executive director of the Chamber of Commerce of San Ysidro, California who lives just a few miles from the border that divides Mexico from the United States.

“A full tank in Tijuana costs me about 40 dollars, while in San Diego I pay more than 120 dollars.”
For months, the price of fuel in the United States, as in many parts of the world, has not stopped rising. From January 2021 to this year it increased by 40%, according to data from the US Department of Labor and with the invasion of Ukraine – the world’s third largest producer of crude oil – by Russia a little over a month ago, the price has skyrocketed. And continues to break records.
The national average cost of a gallon of regular gasoline (3.785 liters) reached US$4.33 this month (the maximum in 14 years) according to data from the Automobile Club (AAA). The figure pales in comparison to the price of fuel in California, which, due to a combination of high taxes and environmental laws, is the highest in the country.
This Wednesday, the average price charged at gas stations in the state was US$5.91 per gallon, compared to the national average price of US$4.24.

Claudia Jessica Villarreal used to fill up her gray Nissan Pathfinder near her home in Chula Vista, Calif, 12 miles north of the border.
But not now.
The 54-year-old psychologist discovered a bargain on fuel just across the U.S.-Mexico border in Tijuana where regular gas sells for an average of $3.96 a gallon — nearly $2 less than in California. She was in Tijuana on Wednesday to take her children to a doctor’s appointment, so it wasn’t a big deal to swing by the Santa Fe gas station on Salinas Boulevard to fill up.
But she’s also been making special trips.
“That’s the beauty of living in a binational region,” explained Wells, referring to the citizens who frequently cross back and forth over the border. “For us, crossing the border is like crossing the street. We get the best of each side, we live the best of both worlds.”

Fuel Shortages in Mexico
The rush of bargain seeking fuel buyers from north of the border may bring some new headaches however, to residents of and travelers to northern Baja California where gas stations in San Felipe and San Luis Gonzaga have recently reported they were all out of fuel during different days this last week.
That could really get challenging with the upcoming SCORE Baja 250 race scheduled to take place beginning tomorrow morning.
Race officials were told by state officials that additional fuel deliveries had been requested and as of this afternoon, it appears there is fuel again. For now.
In the meantime, while heading south for cheaper fuel in Baja, be sure to take advantage and stop by to score some tasty Tijuana tacos at your favorite taco stand, filling up twice on one trip!
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