Nissan's big 3 for better mpg:
 

Aerodynamics, reduce friction, weight loss

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In 2002, the Infiniti Q45 weight more than 500lbs LESS than it closest competitor. A LOT of alloy & Alluminuum

Mazda is another company who announced a concerted effort to reduce the weight of each model re-design.

They'll all have to do it to meet the future U.S. CAFE fuel economy regs.

Awhile back, Honda tried "...reducing friction..." with the HF engines only to endup with excessive oil consumption, early piston wear, and eventually pollution due to the oil consumption.

What has become popular in the performance market are coatings for different parts of the engine including piston skirts and bearings.


An option called armor glide
Wiseco Powersports Forged Pistons - Wiseco Piston Inc.

Callies Coated Main Bearings - SummitRacing.com

There are even coatings for cylender walls, piston rings, gears... all in an attempt to free up horsepower by reducing friction.

...such as GM's not-so-successful "Diamond-coating Rings"?

How have they been not so successfull?