Belatti,
Your point is well taken. There are lots ways to improve efficiency with an internal combustion engine powered automobile. The easiest, and most cost effective, are to reduce vehicle weight, maximize mechanical efficiency and minimize aero drag losses.
Reducing weight costs money. But optimizing mechanical efficiency and reducing drag losses can be implemented for virtually no cost. All it takes is good, creative engineering.
Unfortunately, improving the brake thermal efficiency (BTE) of modern internal combustion engines is also quite costly. The BTE of a modern, automotive diesel engine, at about 35%, is actually quite good. Getting another 3% or 4% beyond that is possible, but would easily double the cost of the engine. Diesels are more efficient than gasoline engines, but the $1000 to $2000 cost premium is currently unacceptable to the typical buyer (at least here in the US).
Improving the efficiency of the transmission from, say 94% to 96%, is the most cost effective change an automotive OEM can make. That 2% gain in transmission efficiency correlates directly to a 2% gain in fuel economy. That is why most automotive OEM's are working hard to get 6-speed or 7-speed AMT's or DCT's into production. They are less expensive than a conventional automatic transmission, and they have about 97% efficiency (vs. about 94% efficiency for a conventional automatic).