Filters aside, I think the theory about the aftermarket air in-take kits is that they allow more air in-take that brings in more oxygen into the combustion chamber. More oxygen allows for a higher percentage of the fuel to be burnt giving you more power and better gas mileage.
All this is assuming that the unburnt fuel left behind by the current fuel-air mixture is significant enough so that when the extra oxygen helps it burn, you see a measurable difference in MPG/BHP.
I think broader air in-take and exhaust have always been used by performance modders to improve fuel combustion. Better fuel combustion should also improve MPG.
Not sure how all this plays out with modern car electronics.
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