I think you're right - high speed motorway cruising is the killer.
I got my overall average since delivery up to 29.4 during a couple of hundred mile A - Road trip around Cornwall - but as soon as I got back to 80/90 cruising on the M5 coming home , the average started to drop off into the 27's.
I guess it's a combination of weight and aerodynamics, Interestingly, I've found that driving fairly agressively on A-roads - using the power for overtaking etc - doesn't make a huge difference to consumption - I guess that's because of the regenerative braking reclaiming most of the energy used.
The reason I'm a bit disappointed is that I remember during the fuel crisis a couple of years ago I got 37mpg out of my 4.4 litre beemer by nursing it along at 50 ish on A-roads and 70 ish on M-ways but hardly using the throttle.
You can get great consumption out of lots of cars if you drive like that. I was hoping the 400h would get me into the mid 30's under average driving conditions (ie: get there before the end of next week!).
Maybe it'll be better when it's fully run in.
The biggest drawback I've found in mine is the rear visibility. I do a lot of driving around Devon lanes most weeks and if you're in a big car you've got to be able to zip back smartly 50 yards or so to a passing place when you meet oncoming traffic (especially in the summer when we're chocca with visitors unaccustomed to narrow lanes).
I happened to me going to the pub the other night. Stuck it into reverse, looked into mirror - nothing to see it's so high! - looked at camera screen pitch black except for a faint glow of light - couldn't see the hedge on either side!
I'm going to have to think of a way of adding some decent reversing lights.
Also when it rains heavily you can' see through the water on the camera lens.-
Maybe they don't have lanes in Japan!
In case it seems like I'm deterined to find fault with my new car I should say I'm delighted with it overall.
It's far more civilised, faster and better handling than any other 4x4 I've had, more comfortable and enjoyable to travel in than my 540 was, and very user friendly in most respects - but it always annoys when there are obvious design glitches like not being able to back up in the dark.
Also why doesn't have a proper trip computer with a range feature - the electronics is already there!