See those little fins at the bottom of the box on your UHaul truck? Those are actually intended to help reduce the turbulence of the airflow around your truck while driving and ultimately increase your fuel economy. Did you notice? Would you pay extra for a more fuel efficient truck? How much?
I thought about this on a recent trip to San Francisco when I noticed that the cost to rent a Toyota Prius was more than double the rate for a comparable midsize sedan. Do people think that they will make up the difference on reduced fuel costs? Or is it just the reduced carbon footprint that intrinsically motivated them to shell out the extra cash?