Selling the Love of Diesel

The venerable diesel engine has a lot going for it -- but not its image. Carmakers will have to change that to win over U.S. consumers

With federal regulations requiring the availability of low-sulphur diesel fuel in the U.S. by this October, auto makers are promoting diesel models and engines they already sell in Europe for sale in America. There's already a savvy, but small, U.S. audience eager to try diesel models for the high gas mileage they afford. Yet they won't begin to capture anything close to the cachet enjoyed by hybrid cars with the greater driving public -- not until someone comes up with clever, well-funded marketing and advertising of diesel engines.

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