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There really isn't much you can do for city driving other than offer some form of regenerative braking, start/stop, and lighten the vehicle as much as possible. Most drivers just mash the pedal to the next red light. You're going to get bad mileage if you have a tiny or large engine.
Highway mileage is where everyone is making the biggest strides with aero and other things.
Also, a few (3) mpg in a 25 mpg car is a fairly decent 12% efficiency increase.
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