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If all else fails I would love to organise such a competition (although for legal reasons it would be a multi-car club cruise with bonus prizes, with all comers named members) though.
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I'd look to see if there are any hybrid car groups or EV groups around. People in those groups might be most receptive to the idea of doing a fuel economy run.
Then again, it's been traditional sports car clubs who hosted some of the most well attended economy runs I've gone to in the last few years. Well, a sports car club with at least one or 2 eco-minded organizing members.