AVON, Ind. — The founder of Lucas Oil will start construction Wednesday on the company’s first lubrication and auto service center, a chance for Forrest Lucas to expand the brand.

The retail store will tap into the company’s increasing presence in motor sports and its growing recognition from the $121.5 million naming rights deal for Lucas Oil Stadium. The 20-year deal, signed with the Indianapolis Colts in 2006, was called one of the most lucrative in the National Football League.

Auto parts retailers, car dealers and quick-oil-change shops across the country sell Lucas Oil products. The company has a 2 percent or 3 percent share of the oil-change market, though the company is a leader in niches including auto racing.

“This new store will give us a chance to test new products, get reactions from our customers and find out what people really think,” Lucas said.

The Lucas Oil Service Center, set to open by October, will sit among a growing strip of new auto dealers on U.S. 36. Lucas partnered with Indianapolis golf course operator and owner Jerry Hayslett on the $3 million project.

Environmentally friendly paints, systems to recycle car-wash water and other green concepts will be built. The toilets will even flush with water drained from the automated carwash.

“This will be an expensive venture,” Lucas said Friday. “But I do believe that everybody should be green. We should save our resources in every way we can.”

The service center was designed to qualify for a Leadership in Energy and Environmental Design designation. Lucas said the LEED label will show customers that oil retailers can be sensitive to the environment.

Charlotte, N.C., designer David Wagner drew the 10,000-square-foot service center’s plans. He had designed the Lucas Oil displays in the Downtown stadium.

The center “will incorporate electronic systems to save energy. The landscaping will be irrigated with groundwater pumped (from) a pond,” Wagner said.

Part of getting customers in the door is image, and that’s where the LEED label will be important, said Jim Walton, chief executive of Brand Acceleration. The Indianapolis-based marketer is not associated with the Lucas project, but he described its green concepts as cutting-edge.

“Everybody knows that it is important in the minds of consumers, who think a typical lube shop is a dirty, greasy place,” Walton said.

Putting the company’s first service center in Indianapolis makes sense, too, he said.

“They are looking at every opportunity to grow their brand name and capitalize on it. One of the best places to capitalize will be in Indianapolis and other auto- racing cities.”