Thirty years ago, during a similar crisis in oil supply, the United States was able to raise GDP while simultaneously reducing oil use by 17 percent. Amory Lovins, Chairman and Chief Scientist of the Rocky Mountain Institute and author of Winning the Oil End, discusses the simple thesis outlined in his book to demonstrate how the country could once again succeed in softening the oil market primarily by improving efficiencies in cars, trucks and planes. A transition led by business for profit pushing new technologies for saving oil, as well as biofuels as substitutes for oil, could dramatically reduce the nation's need for petroleum products, while simultaneously creating additional benefits such as lower carbon dioxide emissions and new job creation in rural America. This is part one of a two-part presentation on “Energy Efficiency in Transportation”. It is also the third in a series of talks on Energy Efficiency by Amory Lovins and is brought to you by MAP.