Barely six years ago, the owners of motor vehicles were besought to ‘put a tiger in your tank’. Now the advertising slogan urges them: ‘Don't be fuelish’. Where the union of energy and mobility was recently considered as the source of bliss and power, it is henceforth regarded as pure waste – foolish, fuelish waste. Is this an interruption of an ongoing trend, or the beginning of a less wasteful lifestyle?