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Toyota says the five models it recently introduced to the U.S. market have an average EPA fuel-economy rating of 44 miles per gallon, giving the Japanese automaker an opportunity to gain market share as gas prices rise. All told, Toyota has increased its fleetwide fuel economy by about 12 percent over the past five years.

Gas prices may be dipping downward again, but with the Senate's CAFE debate last week and further MPG standards news ahead, automakers in American have realized the time is right to give a vehicle's MPG numbers top billing in their advertisements. Automotive News (subs req'd) breaks it down.