I've wondered this myself as well. A lot of the driving around here is rolling hills and maybe not equal amounts up and down, but what I usually do is accelerate down them, using gravity to allow me to get a higher speed with less power, then I coast up the next hill. Increasing the speed going down seems to provide higher mpg in the end, however, your speed will fluctuate a good bit so it's recommended to do this when there is A: little traffic on the road or B: a way for cars to go around you without obstructing the flow of traffic. Being behind a person who is fluctuating their speed a lot can be frustrating for drivers who like to use cruise control on such roads.
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