I own a construction company and fuel costs are a significant monthly cost as I drive almost 40k a year.
I bought the ranger when when diesel hit $5/gal and only drove my F-350 when I needed to tow or carry large items.
The ranger below averages about 25 mpg in mixd driving but is a stripped down xl.
I kept hoping Ford (or someone else) would sell a small pick up that could get better mileage but I couldn't wait much longer so I bought a 2014 Jeep Grand Cherokee Limited Diesel for my commuting between job sites. It's rated 21/28 and I am AVERAGING 28 mpg and am getting 30 mpg on the highway. This is a full time 4x4 and can tow over 7k but I'll use the F-350 for that.
Imaging a smaller and lighter 1/4 ton pick up that could realistically average 30+ mpg.....they would not be able to make them fast enough...