In 2008, while automakers plodded along with the same old gas-guzzling models as the price at the pump hit record highs, American consumers scrambled for more fuel-efficient vehicles and left the gas-guzzlers to collect dust on the showroom floor.

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Under his leadership, the company eliminated and sold under-performing brands, brought back the best-selling Taurus nameplate, invested heavily in social media and digital marketing efforts, and developed new fuel-efficient models to counteract high prices at the pump.

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Also, some Brazilian states (3 of 27) charge a lower VAT (Value Added Tax) on hydrous ethanol sold to Flex-Fuel cars compared to VAT imposed on gasoline at the pump.

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Unable to meet supply deadlines, companies like Daehwa Fuel Pump Co. have suffered order cancellations, said its president, Yoo Dong-ok.

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Back at the fuel pump, Mr Butler is setting off to Heathrow, powered by the left-overs from his own local fish and chip shop.

BBC: NEWS | UK | England | Devon | Dean ditches diesel for veg oil