This is a tough sell here in the the U.S. Especially because once they have earned that license there is no additional learning needed here.
Unless you are required because of your job or your trade to get additional training, learning to drive ends for most people when they get their license.
Yes there are limitations to a license when a sixteen year old first gets their license. But there is not additional formal training required to get the "upgrades". When you reach a certain age, depending on the state you live in, you get the "no limit" driver's license.
People do shell out money for the Defensive Driver Course. But this is usually due to having too many speeding tickets or a person's job requires them to take the course.
In Britain there are driving schools that concentrate on teaching you how to drive green. Yes, people pay to learn how to: not stomp on the gas, use the brakes responsibly and check the air pressure in your car's tires.
Interestingly enough, they actually teach you to drive more economically by paying more attention to the road ahead...far ahead, that is. By gauging the traffic and the upcoming lights you either speed up or slow down accordingly.
Maybe there is more to than just learning to drive to get the most mileage out of your vehicle. There is also the safety aspect in being aware of all traffic ahead. (Don't even think of reaching for your cell phone.)