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Over most of the last decade, consumer concern for fuel economy seemed to rise and fall with the prices at the pump. However, that's changing. Two years ago, J.D. Power and Associates, a marketing information-services firm that regularly polls vehicle owners, found that almost 60 percent of respondents to its annual survey of new-car owners rated fuel economy "extremely important." This was a big jump from the 40 percent ratings recorded from 1996 through 1999. Thad Malesh, director of alternative power technologies at J.D. Power, says the increased concern is holding strong.
One reason is that fuel prices have fluctuated dramatically over the last few years, ...