EcoCar2 is the concept of making Fuel Efficient commercial cars of the Engineering students. These can be run in less fuel, because these cars will be made in such technologies. Might be possibility of using Bio-fuels or Biodiesel will be an option for the future. Electric cars also a better option or a nice example of fuel efficient are. http://germanimportservices.com/
Most people look to their cars to fulfill a feeling of self worth and speed is part of that. Until gas prices become much more painful, relatively affluent societies (NA, europe, etc) will continue to buy cars based on HP and 0-60 specs.