Until recently, I've only been able to get 25mpg regarless of highway or city driving. At 97,xxx miles, I changed the rear brake pads and m-clips using the p/n listed in the TSB and my highway mileage went up to 27mpg. Two weeks ago, I switched from a Megan Racing SRI (eBay) to an Injen CAI, installed a Mazdaspeed axle-back, and filled up at a Mobil station. . . at 99,xxx miles, I finally had a tank that hit 30mpg.
I'm not sure if the Mobil station had much to do with it, but with other cars in the past I've seen 10% increases in fuel economy when filling up with Mobil while travelling through Illinois. I've also seen slight increases when using Chevron, again while out of state. Here in Iowa, there aren't many of the "big" names to choose from. This Mobil station opened up a few months ago in a tiny town about 15 miles north of where I live. The regular there was 89 where most stations sell 87. Unfortunately, they have ethanol with Super and Premium, whereas most all other gas stations in my area have an ethanol blend for Super only. I've filled up with Premium before at BP (92) and 66 (91) and noticed no increase in fuel economy. This last tank, I filled up at the 66. If the fuel economy goes back down, I'll be heading north regularly to fill up at Mobil.