CHICAGO - Diesel in the United States is nowhere near the
level of demand in Europe, but a handful of automakers are hoping to change
that.
USA Today reports that new fuel-efficient new models, including
the Chevy Cruze compact and Jeep Grand Cherokee SUV, are gearing up to change
American attitudes toward diesel. However, the clock is running, notes the news
source, saying that if Chevy, Jeep and Mazda and crack the code on diesel in
the U.S., "t probably can't be done."
On the positive side, diesel vehicles enjoy a 20% to 30% higher
fuel economy than comparable gasoline engines, notes USA Today, and unlike some
hybrid models, diesel??s "real-world fuel economy is often higher than its EPA
rating."
On the negative side, the news source writes that diesel
engines are more expensive than comparable gasoline engines, and that there is
still a consumer perception that diesels cars are "noisy, smoky and slow."
Also, taxes in certain states can make diesel vehicles are more expensive
option than its gasoline-powered counterparts.
According to Edmunds.com, diesel cars don??t seem to be on
the radar screen of American consumers. Diesel cars and SUVs accounted for just
1% of U.S. vehicle sales in 2012, although it is a small gain from just 0.2% in
2007. The source notes that heavy-duty pickups and vans (nearly all were commercial
vehicles) accounted for another 1.8% of U.S. sales last year, with hybrids
accounting for 3% of U.S. light vehicle sales in 2012, up from 2.1% in 2011.
So can automakers give diesel its day in the United States?
"Customers are already coming into dealerships asking
for Cruze diesels," Cristi Landy, Chevrolet??s small car marketing boss, said
as she unveiled the vehicle last week at the Chicago Auto Show. "We expect
to compete head-to-head with the Germans," specifically the Volkswagen
Jetta," she added. Consumers can see for themselves how well the Cruze performs
when it goes on sale in 13 diesel-oriented markets in April or May and
nationwide two to three months later.
"This absolutely starts the conversation about diesels
with mainstream buyers," Edmunds.com senior analyst Bill Visnic told USA
Today. "These vehicles move the needle. Lots of people would like a Grand
Cherokee, but they don't want the fuel costs. At 32 mpg on the highway, the
diesel can draw new buyers and broaden the vehicle's appeal."
Owners have been clamoring for the V6 diesel, said Mike
Manley with Jeep. "People's ears prick up when they hear about 30-mpg in a
full-size SUV and a 730- to 750-mile range on a tank," he told the news source.
The diesel-powered Cherokee hits dealerships early in the second quarter.
Robert Davis, senior vice president of Mazda North America
operations, told USA Today at the number of Mazda customers asking for a diesel
vehicle has increased from 0% to 10% in the past five years. "We expect an
enthusiastic reception," he said. "The Mazda 6 will open the door to
diesel for a lot of people."
As for the German automaker responsible for 91% of the 2012
U.S. diesel vehicles sold in the United States, bring on the competition.
"The more companies selling diesels, the better,"
Rainer Michel, Volkswagen of America vice president of product marketing and
strategy, told USA Today.
C-Stores and Diesel
"As more diesel fueled-cars hit the market, there is an
opportunity for retailers to promote that they sell diesel fuel," said NACS
spokesperson Jeff Lenard. The recently released NACS Consumer Fuels Survey found
that about three out of 10 consumers would consider a diesel fueled-car as they
seek out alternative vehicles.
While about half of all convenience stores sell diesel fuel,
there are still significant gender perceptions regarding its availability. Nearly
twice as many men than women would consider buying a diesel-powered car, and
many women cite availability as an issue preventing them from considering a
diesel vehicle. While diesel fuel currently is priced more than gasoline, its
better fuel efficiency still makes it an attractive option for many consumers.