Primary reason is that I just plain like small cars. You can pretty much draw a straight line from the neighbor's MG-TC that I lusted after as a kid, through the Austin-Healey, Sunbeam Alpine, and others that were my first cars, to the CRX and the Insight that replaced it. I admit that it's not purely about efficiency: there were a good few motorcycles in there, and if I didn't have a couple of dogs that go most places with me, I'd probably have a Miata or Lotus.
Then there are the environmental and geopolitical benefits. Saving money, though nice, is probably low on my personal list.
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