Next came an economic downturn, which combined with rising fuel prices to speed up the desertion from the large 4x4 segment by anyone concerned about big fuel bills.

BBC: Business

Indeed, the growth in the higher-end segment is helping fuel the pawn business as a whole, according to Marketdata Enterprises, a Tampa, Fla.

WSJ: SmartMoney: Hocking the Jewels: Pawnshops Dipping Into Deeper Pockets

Also, Ford has been advertising the popular EcoBoost option on its F-150 trucks, touting the fact that its best-selling vehicle provides not only segment-leading fuel economy but also towing and performance capabilities that pickup-truck owners demand.

FORBES: In a Twist, Traditional Ads Launch Ford Into 'And Not Or'

Kuhn is part of what Lee Briante, a spokesman for Greasecar, the largest purveyor of veggie fuel conversion kits, says is a growing market segment.

CNN: Can vegetable-oil cars save the world?

In every segment where we compete we actually beat Toyota on fuel economy.

FORBES: In a Twist, Traditional Ads Launch Ford Into 'And Not Or'