Or where I live, in the aptly-named Hill Country of Texas, with regular climbs and valleys of up to 600 foot or so, at up to 20% gradients. If you want to maintain speed in the climb, you downshift, increasing revs and manifold pressure, which fuel loss you don't regain on the backside of the hill because you must still 1) be in gear (meaning you're then [finally!] at efficient cruise, for a few moments), and 2) still make adjustments for traffic flow and safe spacing between vehicles, which requires fuel as well as braking.
I have no doubt your experience driving in the mountains, not hills, of Europe, underlines this point even further.