Every major manufacturer of full-size pick-up trucks is going on and on about improved fuel efficiency.
Ford has their 'Eco-Boost' Direct Injection turbocharged V6 engine, claimed to offer the performance of an eight with the economy of a six.
Chevrolet advertises the most fuel-efficient V-8 in the class.
Ram (yclept 'Dodge') boasts 36 miles per gallon on the highway. (Er folks, Canada switched to Metric about four hundred years ago - isn't it time you caught up?...)
But is this something their customers give a flyin' wahoo about?
I guess if you're a business owner and your trucks are racking up thousands of klicks a month, fuel costs are a Big Deal.
So how come when I'm on the highway, all the pick-ups I see seem to be going a buck-forty?
And in town, the "That Thang Got a HEMI?" dude is rocketing away from the stoplight, seemingly trying to spin all four wheels at once?
I think the only reason truck makers are doing this is that in the States, Corporate Average Fuel Economy standards for trucks are getting tougher and tougher to meet. So the manufacturers have to build more fuel-efficient trucks whether their customers care or not.
The trick then is to get the customers to buy them.
In reality, it's the same reason they build hybrid cars; if they can force-feed enough of those down buyers' throats, then they can sell some of the less-efficient cars that the customers actually want.
Of course none of this would be necessary if the US government would only act logically and raise the price of fuel to something even approximating the world level. Then the market could decide how it wanted to spend its money, on efficient cars, or on fuel.
But asking any government - especially these days, the US government - to act logically?