If it costs $55,000 but you'll save $20,000 on gas over the lifetime of the car, you -could- say the effective price is $35,000. (I wouldn't but I'm not in mar

If it costs $55,000 but you'll save $20,000 on gas over the lifetime of the car, you -could- say the effective price is $35,000. (I wouldn't but I'm not in marketing or sales.)