With the efficiency of a diesel motor and fuel prices at what they are it really is no surprise. Diesels should have been making far larger inroads in the United States in the past decade but the best diesel models are still reserved just for Europe. Americans would love to have the V10 TDI Q7 (imagine towing with that!) or the new diesel BMW M cars available for example but executives think we do not want them. If the cars are not even on the market how are we supposed to buy them?
Thankfully VW is trickling in more diesel models across the brand ranges which includes Audi and Porsche. The culture of German auto executives regarding diesels in the USA needs to change. Browning even says he is working on an assumption, “Our going-in assumption, because we were going to have to conquest a lot of customers from competitors, was that those customers would be very wedded to petrol powertrains. Our original forecast was for 17 per cent of Passat sales to be diesels, but in fact it is running closer to 30 per cent. The US consumer is definitely warming to the notion of diesels. It is an important part of who we are in the market place.”
Please stop assuming we hate diesels in the USA. Please?