the cost of rubber and raw materials up 15%. and something we rarely think about. depreciation is up almost 5% this year, as gas guzzlers are quickly losing value. add insurance and maintenance and aaa says driving costs you 59 cents a mile. >> when you put it into dollars it really resonates with people. they understand and they look and consider that almost $9,000 to annually own and maintain your vehicle, that's a lot of money. >> reporter: the president says his plan is no quick fix. >> it will take a couple of years to have a serious effect. you may want to think about a trade-in. >> reporter: or leaving your car at home. that's what steve is doing in southern california. he's calculated his gasoline use down to the penny. >> the cost of per-mile for gas has been as low as 8 cents.