I bought a Mazda3 2.0 gas automatic because I could get it for around $20K and the fuel mileage was rated at 41mpg highway. So, I gave away a few mpgs for a cheaper-to-buy purchase price compared with the VW TDI.
So far, I'm driving the Mazda at a fuel cost of about 5.5 cents per mile without a problem. My overall fuel mileage is almost 45 mpg. I don't do hypermiling, but the car is driven mostly on long-and-steady highway trips.
I've look at the economics, and I believe I'm ahead driving the Mazda versus a TDI.
The price differential between RUG and diesel, plus the complexities of emissions controls on the diesel, are hard to ignore.
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