Taking place at Ettington Chase, near Stratford upon Avon on September 15 and 16, the event sets out to prove that Britain's 30 million motorists can save hundreds of pounds per year on their fuel bills irrespective of volatile pump prices.

However, Fleet World is seeing a greater level of driver interest since the so-called austerity Budget where the increase in VAT from 17.5% to 20% was announced.

'We have seen dramatic interest in this year's event, in part driven by the desire to be the first to achieve 100 mpg. But it is largely because the VAT increase will dramatically impact the cost of fuel, already the highest in Europe, so drivers are looking at more ways to reduce their spending at the pumps. Filling up a £60 tank of unleaded will cost an additional £1.50, a major incentive to motorists to cut costs,' said marathon organiser Ross Durkin.

'Drivers are looking for "here and now" savings. People who drive for business are being encouraged to look at new greener technologies, but there is a way to go to prove their cost-effectiveness and practicality. Drivers therefore want tips they can put in practice themselves to reduce their motoring costs today, especially with the January VAT increase to contend with,' he added.

The two-day 360 mile event, which is supported by Act on CO2 and the Energy Saving Trust, is likely to be more than just economically challenging for drivers. The route, which is just being finalised, will include more A and B roads and hills to conquer around Warwickshire, Northamptonshire, Buckinghamshire, Shropshire and Worcestershire. Both days begin and end at Ettington Chase, near Stratford upon Avon.

As well as fuel efficiency, the message of this year's ALD Automotive/TOTAL ECO 10 Marathon is once again safety, as reduced speed saves lives as well as fuel consumption, CO2 emissions and unnecessary wear and tear on the vehicle.

RoadSafe, the UK's leading forum for promoting road safety and reducing deaths and injuries on the roads, is again joining forces with the 2010 MPG Marathon team to promote the Safer Driving for Better Business message.

Adrian Walsh, director of RoadSafe, the sponsors of the Prince Michael International Road Safety Awards, said: 'Smarter driving by definition is safer driving. There are approximately three million company car drivers on the road and an untold number in the grey fleet, those who use their own vehicles for business purposes. Many spend a disproportionate amount of time on the road compared to other drivers and our clear message is: "while you are saving fuel, you can also improve safety."'

As well as "smarter" driver training techniques, the MPG Marathon will showcase a number of fuel and carbon-saving technologies.

Lysanda's Eco Log will once again be installed on every vehicle. This is an on-board software device that provides fleet managers with accurate data on vehicle fuel consumption and carbon emissions and identifies areas of improvement in fleet efficiency, including the measurement of how much fuel is being used or wasted, and why.

There will also be an opportunity for all drivers to undertake Eco or "smarter" driving training in advance in order to maximise the MPG over the two-day event, and by example, encourage Britain's 30 million motorists to do the same.

For further information, visit the official website www.mpgmarathon.com