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Derrick Kuzak, Ford’s group vice president for global product development
Diesels just aren't the answer for Americans says Kuzak

While fully electric cars sound great in theory with their instant torque, near silent operation, and lack of fossil fuel emissions, many people are still apprehensive about "range anxiety" when the batteries start running low. Thankfully, we have a number of options on the table when it comes "green" vehicles.

Some manufacturers like to rely on hybrid technology to achieve crazy EPA numbers (Toyota Prius is EPA rated at 50 mpg combined). Others choose to put hyper-optimized traditional gasoline engines in their vehicles (the Ford Fiesta, Hyundai Elantra, and Chevrolet Cruze can achieve 40 mpg+ on the highway depending on trim level).

Another option is to use diesel engines. However, according to Derrick Kuzak, Ford’s group vice president for global product development, diesel engines will be relegated to its heavy duty trucks and won't be filtering down into its more consumer-friendly passenger vehicles.

Kuzak brags that Ford "could easily bring diesels to the U. S. market" since it already offers a number of diesel powertrain options around the globe in its vehicles. “It doesn’t make sense. We are not going to force it on customers,” he added.

Kuzak went on to tell Automotive News that there are a number of factors going against bringing diesel engines to mainstream cars including: 

  • Diesel engines are more expensive than their gasoline counterparts
  • Americans in general are apprehensive to diesel-powered cars
  • Diesel fuel remains more expensive than gasoline
  • The payback from the initial purchase price of a diesel vehicle versus the cost savings from increased fuel efficiency can take ten years

Interestingly, points one and four could easily be leveled against hybrid vehicles, yet Ford has an impressive hybrid in its stable already with the Fusion Hybrid (41 mpg city, 36 mpg highway).

According to Kuzak, Ford will continue to use advanced powertrains like EcoBoost (turbocharging + direct injection) and direct injection alone to achieve "near diesel" EPA ratings in its vehicles.

Despite Ford's reluctance to use diesel engines, archrival General Motors is reportedly eyeing a diesel engine for its U.S. market Cruze compact sedan. Likewise, Audi -- although it is a higher tier brand than Ford -- is looking to bring its diesel engines to three more nameplates within the next 24 months.



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Silly, silly man
By yxalitis on 3/10/2011 5:41:04 PM , Rating: 5
"I think there is a world market for maybe five computers." -- Thomas Watson, chairman of IBM, 1943.

"I have traveled the length and breadth of this country and talked with the best people, and I can assure you that data processing is a fad that won't last out the year." -- The editor in charge of business books for Prentice Hall, 1957.

"But what...is it good for?" -- Engineer at the Advanced Computing Systems Division of IBM, 1968, commenting on the microchip.

"There is no reason anyone would want a computer in their home." -- Ken Olson, president, chairman and founder of Digital Equipment Corp., 1977.

"This 'telephone' has too many shortcomings to be seriously considered as a means of communication. The device is inherently of no value to us." -- Western Union internal memo, 1876.

"The Americans have need of the telephone, but we do not. We have plenty of messenger boys." -- Sir William Preece, chief engineer of the British Post Office, 1876.

"The wireless music box has no imaginable commercial value. Who would pay for a message sent to nobody in particular?" -- David Sarnoff's associates in response to his urgings for investment in the radio in the 1920s.

"Diesels Won't Win Over American Buyers" Derrick Kuzak, Ford’s group vice president for global product development: 2011




RE: Silly, silly man
By VahnTitrio on 3/11/2011 10:35:15 AM , Rating: 1
And the point of this is? I believe all those companies are still around, and some of them are doing quite well. Plus those quotes don't have much context - in 1943 there probably only was a market for a handful of computers given the expense and limited benefits. I'm certain Ford has market studies that say diesel sedans is currently not a profitable market. Should those studies ever reveal a favorable market, it wouldn't take long for Ford to produce such a vehicle...


"We’re Apple. We don’t wear suits. We don’t even own suits." -- Apple CEO Steve Jobs

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