 According to Autoblog, 81% of the Jetta Sportwagens sold in June were diesel TDI models. The Jetta Sportwagen TDI is rated at 30 mpg city, 41 mpg highway.
Financial woes and a negative stigma of diesel is causing some automakers to rethink plans
Nine diesel-powered cars expected to be released next year have been pushed back as companies suffer continued financial problems and reconsider vehicle fuel economy.
As Toyota and Honda rethink using diesel in favor of other clean technology, Chrysler and General Motors have growing money problems, and can't afford to develop further diesel technology. Despite the fact that diesels can achieve 20 to 30 percent better fuel efficiency than traditional gasoline engines, the current economic climate doesn’t bode well for the price premium that is often thousands of dollars.
Despite some automakers trimming back diesel plans, Volkswagen, Mercedes-Benz, BMW and Audi continue to launch new diesel-powered vehicles to U.S. consumers. In fact, Volkswagen recently sold 5,072 diesel-powered vehicles in the United States last month -- 26 percent of total vehicle sales for the month.
"Volkswagen of America is encouraged by the momentum of our clean diesel TDI sales," Volkswagen of America COO Mark Barnes said in a statement. "It appears that U.S. consumers are starting to realize the many benefits of today's clean diesels--vehicles that attain more than 30 percent better fuel economy while emitting 25 percent less greenhouse gas emission, all without sacrificing driving dynamics."
European nations routinely tax gasoline to offer incentives for shoppers to purchase diesel vehicles, but the same cannot be said for car buyers in North America.
It's also possible the U.S. Environmental Protection Agency, when calculating fuel economy and carbon dioxide standards, offer a bias more towards gasoline-electric hybrids over diesel engines.
"Diesel vehicles that perform very well at high-load and high-speed driving -- where most of America's fuel is used in the real world -- are penalized," according to Martec Group analyst Kevin McMahon. "Meanwhile, vehicles that perform very well in stop-and-go driving, like hybrids, are overrewarded."
The EPA eventually modified how it creates "window sticker" fuel efficiency ratings, offering numbers more realistic to U.S. driving patterns.
There is speculation that Toyota elected to push back diesel-powered vehicle development because of the somewhat negative stigma of diesel vehicles, especially among U.S. and Japanese shoppers.
"One of the obstacles of the diesel is the aged perception that the diesel is smoky and stinky," according to Toyota spokesperson Curt McAllister. "It's hard to change the mind-set of consumers. Hybrid technology has such a clean halo to it."
"If you look at the last five years, if you look at what major innovations have occurred in computing technology, every single one of them came from AMD. Not a single innovation came from Intel." -- AMD CEO Hector Ruiz in 2007
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