Also, poor people aren’t buying new cars, they’re buying used cars. So it’ll take a while for new more efficient cars to trickle down, and by that time they’ll have depreciated well past the theoretical delta in price.
It could also be that regulations lead to a superior and different, not necessarily more expensive design.
This comes up pretty frequently in car discussions. Making smaller cars helps you meet American fuel efficiency requirements, but it's terrible if you also want to (have to) meet American crash safety requirements.
If we look at the population, then for everyone that needs/wants a car of size X, age Y, and cost Z, then fuel efficiency regulations that increase the engineered complexity of the vehicle will push up the cost and mean the consumer has to trade off with a smaller car, older car, or some other aspect.
Discretizing the population into poor people that can't afford a truck and rich people that can is meaningless when there is an entire distribution of people's incomes and spending preferences.
Great question! There's actually some pretty good literature on it from energy and policy economists. The auto industry, the EPA, and the NHTSA all pull from very similar general background estimates.
"A 1991 study performed by Greene[1] concluded that, for every one mile-per-gallon increase in vehicle fuel economy, the average, per-vehicle cost would be within the range of $100-200 dollars, in constant 1985 dollar terms, and corresponding to a range of $200-400 in 2010 dollars. A review of CAFE by Klier and Linn[2] found that numerous other studies have confirmed these figures. Using the range found in the literature, the projected 12.7 MPG improvement in fuel economy would cost on average somewhere between $2,500 and $5,000 per vehicle."
So... that's the industry perspective. But that's a simple review of the background literature, so it's not that radical. The EPA and NHTSA dip only slightly below the low end, getting down to $2,000 using additional assumptions on that baseline, such as learning curves from past R&D making newer developments cheaper. But the regulators still estimate a positive cost per vehicle. The debate between regulators and industry is the extent of that cost, not whether that cost exists at all.
It's a fascinating area of research, notwithstanding the minefield of biases one has to sort through.
[1] Greene, David L. (1991). “Short-Run Pricing Strategies to Increase Corporate Average Fuel Economy.” Economic Inquiry 29(1): 101–114.
[2] Klier, Thomas and Joshua Linn. (2011). “Corporate Average Fuel Economy Standards and the Market for New Vehicles.” Annual Review of Resource Economics 3(1): 445-462.