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I don't believe they've refused it per se. IMO, rising gas prices will inevitably push automakers to pursue down the path of drastically refining the car's aerodynamics. The evolution towards a mainstream boat tail will happen, but it will be introduced in baby steps as the consumers do not like drastic and sudden changes, for the most part.
The automakers, or at least the engineers, know very well that a boat tail can greatly reduce drag, but the marketing/design department usually dictates the mold in which the car will take shape.
Seems to me that roles are reversed. The engineers should come up the best possible design and the marketing should sell that design to the masses.
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