Update 1:30: It turns out that building was not a auto shop, but a maintenance shop. ABC 7's Wayne Freedman reports, "Garage was a maintenance shop, not a body shop, says Operations Mgr of Luxor Cab. Lost two cabs. "

We're getting early word about a fire roaring out of control in Potrero Hill Bayview this afternoon. According to Emergency_in_SF it's a "3+ alarm fire at 2177 Jerrold Ave (south of Potrero) with a huge plume, seems to be gas-fed."

No word yet on any injuries. The fire reportedly started at an auto shop.

Smoke can be seen from as far away as the Lower Haight, the Embarcadero, and Treasure Island. Behold: