Rising fuel prices in the US are forcing drivers to evaluate every possible option for cutting the cost of running a vehicle, with platinum-tipped spark plugs among those innovations being cited as a potential solution.

Taxi services and other fleet-based operators have been faced with steadily increasing prices, with the US Energy Information Administration predicting the national average cost of petrol will hit $2.35 a gallon next month.

Now for the first time there are signs that consumers are beginning to take note of the prices - demand for petrol weakened this week according to a new federal report - with the result that ways to maximise efficiency have become increasingly important.

"It is not a significant change, but it indicates that people are beginning to pay attention," James Williams, an analyst for WTRG Economics, told the Kansas City Star.

Fleet operators such as Ron Simonis, who runs Kansas' Ron's Taxi service, said he had turned to platinum spark plugs in a bid to tackle fuel costs that are eating into profits.

Platinum spark plugs' particular composition allow them to reach optimal temperature quickly and maintain the ideal heat range under varying loads.