I've just read that article... and... no.
*Head explodes*
I think we can safely conclude a few things from this.
1) I was a bit harsh calling those who didn't understand it morons. Though many of them probably are.
2) I, myself, am a moron, at least when it comes to mathematics. Never been my strongest subject.
3) I feel like you've over-complicated it just a tad. I'll try and explain the way I see it:
But maybe you don't quite see the problem. OK, so here's a little test: Which saves more gasoline, going from 10 to 20 mpg, or going from 33 to 50 mpg?
If you're like most Americans, you picked the second one. But, in fact, that's exactly backwards. Over any given mileage, replacing a 10-mpg vehicle with one that gets 20 mpg saves five times the gasoline that replacing a 33-mpg vehicle with one that gets 50 does.
Don't believe it? Here’s the math. If you replace your old 1990s SUV (10 mpg) with a new 2009 Chevrolet Tahoe Hybrid (20 mpg), over 100 miles you cut your gasoline consumption from 10 gallons to 5. That saves you five gallons.
If you swap your old Toyota Echo (33 mpg) for a new 2011 Toyota Prius (50 mpg), that only saves you one single gallon over the same distance--down from 3 to 2 gallons.
This bit I understand. Over a set distance (100 miles), an improvement of 10 mpg on the 10 mpg car is a larger saving (5 gallons) than an improvement of 17 mpg on a 33 mpg car (one gallon).
This, surely, is the basis of the article? It's fairly straightforward that the largest savings can be realised on the most inefficient vehicles. My earlier numbers on the part you quoted back this up - 2 mpg improvement on a 15 mpg truck is 13 percent. To match that percentage improvement on something already efficient (50 mpg) you'd need to find an extra 7 mpg somewhere. Making big trucks save 1 or 2 mpg is better than making a Prius save 5.
My the same metric, making a car like the Ford F-Series, which sells in the U.S. in vast numbers, a few mpg more efficient, is probably better than replacing every Corolla on the roads with a Prius.
Perhaps it falls apart a little after those initial paragraphs, but then those weren't the ones I was really referencing
TL;DR - Making big cars slightly better is preferable to making small cars
lots better (sales aside - obviously making a Ferrari 1 mpg better doesn't amount to a hill of beans). How you choose to measure the consumption itself is largely up to you...
NB - I'm more or less resigned to the price of fuel. I can't not put fuel in my tank when I need it, so the price I pay is largely irrelevant anyway - beyond smaller numbers being better than big ones...
Keef - Individuals and companies
are investing in it themselves. As are colleges, universities, and research institutes. They're just subject to subsidies - smaller ones than the supposedly self-supporting oil industry. I'm all for removing subsidies, but it has to be applied universally. If one company doesn't deserve grants or exemptions, then why should another?
Oh, and I'm a big fan of stop-start. Cars that don't have it seem horribly archaic these days. If I'm burning fuel I at least want to be having fun with it, rather than sat in traffic. Unfortunately, the EPA test isn't set up to take account of it (there's barely any idle time in EPA tests), as such it doesn't make a difference to the numbers, and nobody bothers fitting it.