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About all we can do is keep the tires properly inflated. (See the following web site), clean air filter, energy saving oil in correct weight as recommended by vehicle manufacture, drive less if possible, and consider fuel mileage when replacing vehicles.
Those are all good things, but they are far from the only things that can be done. While most things you can do only have a small effect each, the cumulative effect of doing several of them, can be quite noticeable. For example, just off the top of my head:
1) Pay attention to aerodynamics, as a significant portion of your drag at highway speeds is due to wind resistance (which aerodynamics of the vehicle have a strong effect on). Even reasonably minor aero-mods (such as blocking some of your front grill, when you don't need full radiator cooling), can have a noticeable effect on fuel economy. And much more dramatic effects can be had from mods that are quite possible for after-market tinkerers (for example, installing a smooth "belly pan" on the underside of the vehicle).
2) Pay attention to wheel drag. Its amazing how many brakes drag "just a little", not to mention wheels that don't turn freely. Getting a good (quality) brake job can lower that drag. And greasing up the wheel bearings (with a good synthetic grease) can do wonders for helping the wheels turn more easily. And any wheel drag you eliminate, has to give you better fuel economy (as you are wasting less gas overcoming that drag).
3) If your car is a 1997 or later model year (i.e. if it has the more modern car computer/ECU in it), consider spending the money for a "ScanGuage" or other electronic gauge that plugs into the car's ECU. With such instrumentation, you get a real-time view (from the car's computer) of what your current MPG is each and every second. And that quick feedback about gas usage, can help you learn how your driving style can have a huge effect on gas mileage (thereby giving you a tool to learn how to drive for gas savings).
4) Pay attention to car electrical usage. All electricity in the car ultimately comes from drag (by the alternator) on the engine. So the more electricity you use, the lower your gas mileage. The effect isn't huge here, but it is quite real. Several people over on
http://www.gassavers.org have tested this theory, and found that their gas mileage went up well over 10% by disconnecting their alternator. While a complete disconnection of the alternator usually isn't practical, you can get some of that savings simply by turning off unneeded electrical loads (and thereby lower the alternator load on the engine, even if it's not practical to eliminate it).
5) Consider getting rid of unneeded weight in the vehicle. Extra weight lowers FE, so lowering weight will save a little gas. "Cleaning the car" might not be "sexy", but it can have a small but real effect on gas mileage.
6) Consider a garage or block heater (or other way to warm up your engine before driving) in the winter. A cold engine gets much lower gas mileage than a warmed up on. So by having some way to "warm up the engine" before starting, you will get better gas mileage.
7) Consider what additives you might want to use in your oil or gas. For example, I find I get slightly better gas mileage (especially in the winter, when gas mileage always goes down anyway) when I use FP60 (only now I've switched to FP3000). The effect isn't huge, but it's more than enough to pay for the cost of the additive.
8) Don't forget the transmission oil, while you are at it. Remember, some of the friction losses (which again, are overcome by having the engine use more gas) are in the transmission.
And those are just some of the things that can be done. For even more ideas, you might want to head on over to the
http://www.gassavers.org forums. Those forums don't have nearly as many participants as BITOG does, but they are still fairly active. And I would say that the people on the gassavers forums are every bit as interested in "testing their theories" (to see which help fuel economy, and which don't) as BITOG members are into testing motor oil to see how it's helping/hurting the engine.