The Personal Factor
Whatever the vehicle, the style of driving can make a bigger difference than these mods. And that's something we can all do.
There's some things that seem a little counter-intuitive at first sight, such as final-drive ratios. But on some vehicles, such as a Land Rover, I'd wonder just what the ratio was optimised for. And any effect might be overwhelmed by the drag. But, on a pre-Defender type, replacing the 2.25 petrol by a later turbo-diesel made a pretty huge difference. Most of that is improved engine tech. On the other hand, that old 2.25 engine was very much a DIY engine. And there were a few problems that were fixable, if you watched for them, such as the carburettor gasket.