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This paper evaluates how the fuel consumption of the average new U.S. passenger car will be penalized if engine and vehicle improvements continue to be focused on developing bigger, heavier and more powerful automobiles. We quantify a parameter called the Emphasis on Reducing Fuel Consumption (ERFC) and find that there has been little focus on improving fuel consumption in the U.S. over the past twenty years. In contrast, Europe has seen significantly higher ERFC. By raising the ERFC over the next few decades, we can reduce the average U.S. new car's fuel consumption by up to some 40 percent and cut the light-duty vehicle fleet's fuel use by about a quarter. Achieving substantial fuel use reduction will remain a major challenge if automobile size, weight and power continue to dominate.