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I think a lot of people just don't realize that how they drive can affect their mileage that much. They bought a car that was "good on gas" so whatever it is getting is that they think it's capable of. One thing I have found helps people clue in is to tell them just to keep track of their mileage on one tank of gas. Then you actually have some data to refer to when you say "Your car is rated for 25mpg but you are only getting 19" instead of just "you are wasting gas driving that way". A little more math to show them how much that would save them in gas money and they start to see the light!
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"Don't look for one place to lose 100 pounds, look for 1600 places to lose an ounce." - Tony DeFeo
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