What some call the fuel of the future is now on sale in Los Angeles.

California's first retail hydrogen station opened Thursday.

L.A. City Councilman Bill Rosendahl is one of the first customers. He drives an experimental hydrogen fuel cell-powered Chevy Equinox SUV. Rosendahl said it's time to get rid of gasoline.

"California has made significant progress demonstrating fuel cell vehicle technology and fuel alternatives," Rosendahl said. "I am delighted that today we are able to continue to grow a safe and secure hydrogen infrastructure, that enables fuel cell vehicles to refuel more conveniently, as we move towards the future commercialization of clean transportation technology."

The bright blue hydrogen pump is part of a regular Shell station. But don't expect a clean energy bargain. Shell says the non-polluting hydrogen fuel will be priced competitively with premium gas.