McNaughton Automotive Perspectives » fuel efficiency http://autoperspectives.com/blog Building and re-building great automotive brands. Wed, 01 Sep 2010 14:47:05 +0000 en hourly 1 http://wordpress.org/?v=3.0.1 Reaction to the White House’s new vehicle sticker proposal: “If we get below a C do our parents have to sign off on it?” http://autoperspectives.com/blog/2010/08/31/reaction-to-the-white-houses-new-vehicle-sticker-proposal-if-we-get-below-a-c-do-our-parents-have-to-sign-off-on-it/ http://autoperspectives.com/blog/2010/08/31/reaction-to-the-white-houses-new-vehicle-sticker-proposal-if-we-get-below-a-c-do-our-parents-have-to-sign-off-on-it/#comments Tue, 31 Aug 2010 18:31:37 +0000 Cameron http://autoperspectives.com/blog/?p=1212 So said my 24 year old son when he saw the announcement that the White House/EPA was planning a major overhaul to the window stickers that appear on new cars to include a grade based on fuel efficiency and emissions.  To be fair, the EPA has put forth two proposals, one without a “grade:”

and one with a grade:

According to the EPA’s website the “EPA and the National Highway Traffic Safety Administration (NHTSA) are updating this label to provide consumers with simple, straightforward energy and environmental comparisons across all vehicles types.”

Fair enough, after almost thirty years with very little updating, it’s probably time to make some improvements to the industry’s new car stickers.  I’m all for providing consumers more and better information to enable them to make the vehicle purchase decision that is best suited to their needs and desires.  I doubt that anyone in the industry would disagree.

Here’s the rub, the option with the letter grade is a not too thinly veiled attempt on the Government’s part to pass a value judgment on your decision to purchase a vehicle. Should you make the decision to purchase an EV like the Nissan Leaf you’ll get an A+.  Should you choose to buy an “average” car like a Toyota Camry (the most popular car in the United States) you’ll get a B-.  Should you have the temerity and the cash to buy a Mercedes-Benz Maybach 57 or a Ferrari 599 GTB Fiorana you’re going to get a D+ from the Feds.

This is an attempt to coerce consumers to buy vehicles that the government deems more responsible (e.g. EVs). Buy a vehicle that the government considers responsible and you’ll get a better grade and not be subject to ridicule from your peers.  If you make the wrong choice, you’ll get a bad grade and people will be talking behind your back.

The auto industry has reacted:

“Dave McCurdy, chief executive of the Alliance of Automobile Manufacturers, an industry group, said the rating system “falls short because it is imbued with schoolyard memories of passing and failing.” (NYTs 8/30)

“Automakers questioned the proposed letter grades, saying it might affect sales.”  (Freep.com 8/31)

Ironically, that’s the point.  The government wants to “affect sales” and they’ve decided that telling us if we’re “passing or failing” is a good way to get us to make the right “choice.”

By all means provide more information and data for consumers to consider while making a vehicle decision.  Make it easy to understand, enable comparisons between vehicles based on MPG, emissions and potential fuel savings.  This is all good, well-intended information, that should be available to consumers for consideration. But the Feds should not be passing judgment on consumers’ choices.

Well-informed consumers will make good choices for themselves and their families.

Rather than spending time grading our vehicle choices, our politicians could spend our tax dollars more wisely by developing a coherent energy policy.  That would be a real step forward and address the real problems rather than the symptoms.

If you would like to weigh-in on the new window stickers, the EPA is asking for consumer input at:

http://www.epa.gov/otaq/cert/mpg/index.htm   Click on “Submit comments.”

In the meantime, I’m starting a new business, I’m going to manufacture and distribute large red letter grade decals, “C” and below, that the automotive Hester Prynnes among us can proudly display on our vehicles.

]]> http://autoperspectives.com/blog/2010/08/31/reaction-to-the-white-houses-new-vehicle-sticker-proposal-if-we-get-below-a-c-do-our-parents-have-to-sign-off-on-it/feed/ 1 Johan de Nysschen calls out Washington on EVs http://autoperspectives.com/blog/2009/12/14/johan-de-nysschen-calls-out-washington-on-evs/ http://autoperspectives.com/blog/2009/12/14/johan-de-nysschen-calls-out-washington-on-evs/#comments Tue, 15 Dec 2009 01:58:00 +0000 Cameron http://autoperspectives.com/blog/?p=219 The question now is…will anyone listen to him?

As reported in today’s Detroit News, Audi of America’s Johan de Nysschen called out the current political leadership for “falling in love” with electric vehicles.  He’s absolutely right, EVs and Hybrids have become the fashionable automotive technology and Washington’s choice for the future.

The only problem is that EVs won’t make a difference for two decades.  The New York Times reported that “plug-in hybrids would not have a significant impact on the nation’s oil consumption or carbon emissions before 2030.” To be clear though, de Nysschen is not saying EVs and Hybrids are wrong or won’t play an important role in the future. What he’s saying is that Washington is picking winners and losers from a technology point of view rather than remaining agnostic, and he’s right.

Clean diesel remains the best near term technology available for reducing our dependance on foreign oil and CO2 emissions (the major cause of global warming), yet no one in Washington seems interested.  It seems that “diesel” is literally a dirty word.

There is no doubt that Americans harbor a negative perception of diesel based on experience and inadequate information.  If our government really wanted to serve the citizens, it would consider the facts of modern diesel technology and help dispel the myths. Modern diesel is as clean as gasoline, offers 25-30% better MPG and emits less CO2.  While we’re waiting for the infrastructure to develop and the financials to make sense for EV technology, Americans could be driving diesels and making a difference in oil consumption and global warming.

Diesel in America is a marketing problem.  We have to change Americans’ perception of diesel so that consumers can make the best choices.  I don’t want our government picking the technologies that will succeed, but I would like it to have a balanced perspective and ensure that the facts are available so that Americans can make the decisions that make the most sense to them.

It seems to me that being open minded about diesel technology should be easy for our politicians….

If they’d like to take on something hard, then they should consider abolishing the CAFE standards and putting in place a Federal tax on gasoline which has always been the key to getting Americans to drive smaller more fuel efficient and cleaner vehicles.

]]> http://autoperspectives.com/blog/2009/12/14/johan-de-nysschen-calls-out-washington-on-evs/feed/ 1 LA Auto Show: Everyone’s talking about electric vehicles, but diesel is winning. http://autoperspectives.com/blog/2009/12/08/la-auto-show-everyones-talking-about-electric-vehicles-but-diesel-is-winning/ http://autoperspectives.com/blog/2009/12/08/la-auto-show-everyones-talking-about-electric-vehicles-but-diesel-is-winning/#comments Wed, 09 Dec 2009 03:16:04 +0000 Cameron http://autoperspectives.com/blog/?p=187

It was ironic that virtually every manufacturer was talking about EVs in one form or another, yet the much less fashionable technology…diesel…took home the Green Car of the Year prize.

Don’t get me wrong, I think some of the electric cars and concepts are fascinating.

Chevrolet showed us a production version of the Volt and spoke about the fact that there would be no “range anxiety” because of the small motor that would generate electricity to charge the batteries. Audi showed the E-tron, an electric version of the R8 with an electric motor poweringeach wheel and delivering supercar performance. BMW’s “Vision” concept demonstrated where “Efficient Dynamics” might take the brand. Mini has been testing electric cars on America’s roads and had an example at their stand.

DSC01677DSC01655

DSC01622 DSC01619

EVs are being talked about as if they will solve global warming, reduce our fossil fuel consumption to zero and generally save the planet. EVs are the messiah of automotive technologies.

Here’s the problem, electric cars are expected to represent maybe 10% of sales by 2020. At that sales rate it’s hard to imagine the technology as a game changer from a fuel consumption or global warming perspective.

At least we have the folks responsible for selecting the “Green Car of the Year” to provide a reality check. For the second consecutive year, a diesel-powered vehicle was selected as green car of the year. Why? Clean diesel is a practical and “green” approach to transportation. It offers 25-30% better mileage, it emits less CO2 and particulate emission is now comparable to gasoline-powered technology. Today’s clean diesels meet the most stringent pollution standards and are sold in all fifty states.

The Audi A3 TDI is a terrific example of the modern clean diesel and a worthy “Green Car of the Year.”

DSC01663DSC01664DSC01665

Modern clean diesels are readily available, offer the possibility of reducing fuel consumption by a third and emit less C02 than gasoline engines. Maybe after we’re done talking about technology that won’t make a difference for another 20 years, we’ll start to talk about one that can make a difference tomorrow.

I know it’s not fashionable, but we need to change Americans’ perception of diesel because it makes sense.

automobile industry is entering new territory as the recession wanes and consumers, who have been emotionally scarred by the last 18 months, remain cautious.  Many believe that consumers have been forever changed by this recession and that they will be more conservative with their money for years to come.
No one expects that the automotive industry will achieve the heady sales levels of the early part of this decade.
“By 2013, car and truck sales in North America will rebound to the new normal rate of 15 million to 16 million units”  Automotive News 8/5/09
At best, we will attain a “new normal” of 15-16MM units in 2013.
That means that competition for customers is going to be tougher than ever and no one’s business is going to grow just hanging on to the industry coattails.  Historically the manufacturers have reacted to these types of circumstances by using incentives.  These tactics artificially inflated sales earlier in the decade, pulling sales forward and contributed to the most recent “correction” that has pummeled the industry.  Using short-term incentives to steal share is not the answer to long-term prosperity, it’s merely a tactic that gives a franchise a quick shot in the arm.  Establishing a brand’s immutable points of difference and creating consumer affinity for it, is what creates value over the long term.
Last week, BusinessWeek published a piece by Ed Wallace about GM making the same mistakes; in it he made the case for branding:
“True, people want a “deal” when they buy a new car. But more important, they want to buy something exceptional….The automotive selling process, done right, has little to do with negotiation: It has everything to do with building value in the vehicle.”
It’s about time the industry took “branding” seriously.
You only need to look as far back as the last eighteen months to see the power of an automotive brand.  Subaru and Mini have survived the recession and some would argue have flourished under incredibly difficult circumstances while virtually every other manufacturer suffered.
The automobile industry has not made building and nurturing its brands a priority.  There are some exceptions like Subaru, Mini, Porsche, BMW, Mercedes Benz and Jeep.  But generally speaking investing in the brand has been the first thing cut by automotive marketers when things get tough.  The brand investment gets cut in favor of marketing efforts that will “make the doors swing.”  Frankly some of the above-mentioned brands have weakened in recent years, but clearly the marketers in charge of them have historically recognized the leverage created by a well-understood brand.
The first step toward having a well-understood brand is being able to clearly articulate it.  This is not a tagline or even a series of “core values,” both these approaches seek to summarize a brand.  The first step is a complete and full articulation of the brand, several pages perhaps, that explain its history, beliefs, behaviors, accomplishments, failures and contributions.  This document seeks not to summarize a brand’s essence but rather to capture it in detail; it describes the brand’s character, what makes it authentic.
The process of writing it down is critical.  A consultant friend used to say that: “nothing exists until it is spoken.”  In this case, if you can’t write this document about your brand, then you don’t have a brand.  Often it can help to have an “outsider” write this document, if you allow that person full access to your company and your people.  Either way, you need to articulate your brand in depth and in full, as it should form the underpinnings of all that you do.  It should drive communications, your use of social media, dealer experience and everything in between.
With this document in hand, you are ready to leverage your brand and give your customers the experience that will differentiate you from the competition.  Without it, you’re grasping at straws, hoping that somehow everything comes together.
In the hyper competitive “new normal” market of 12-16 million units, “guessing and getting lucky” will not carry the day.Opportunity knocks for well-articulated automotive brands.
The automobile industry is entering new territory as the recession wanes and consumers, who have been emotionally scarred by the last 18 months, remain cautious.  Many believe that consumers have been forever changed by this recession and that they will be more conservative with their money for years to come.
No one expects that the automotive industry will achieve the heady sales levels of the early part of this decade.
“By 2013, car and truck sales in North America will rebound to the new normal rate of 15 million to 16 million units”  Automotive News 8/5/09
At best, we will attain a “new normal” of 15-16MM units in 2013.
That means that competition for customers is going to be tougher than ever and no one’s business is going to grow just hanging on to the industry coattails.  Historically the manufacturers have reacted to these types of circumstances by using incentives.  These tactics artificially inflated sales earlier in the decade, pulling sales forward and contributed to the most recent “correction” that has pummeled the industry.  Using short-term incentives to steal share is not the answer to long-term prosperity, it’s merely a tactic that gives a franchise a quick shot in the arm.  Establishing a brand’s immutable points of difference and creating consumer affinity for it, is what creates value over the long term.
Last week, BusinessWeek published a piece by Ed Wallace about GM making the same mistakes; in it he made the case for branding:
“True, people want a “deal” when they buy a new car. But more important, they want to buy something exceptional….The automotive selling process, done right, has little to do with negotiation: It has everything to do with building value in the vehicle.”
It’s about time the industry took “branding” seriously.
You only need to look as far back as the last eighteen months to see the power of an automotive brand.  Subaru and Mini have survived the recession and some would argue have flourished under incredibly difficult circumstances while virtually every other manufacturer suffered.
The automobile industry has not made building and nurturing its brands a priority.  There are some exceptions like Subaru, Mini, Porsche, BMW, Mercedes Benz and Jeep.  But generally speaking investing in the brand has been the first thing cut by automotive marketers when things get tough.  The brand investment gets cut in favor of marketing efforts that will “make the doors swing.”  Frankly some of the above-mentioned brands have weakened in recent years, but clearly the marketers in charge of them have historically recognized the leverage created by a well-understood brand.
The first step toward having a well-understood brand is being able to clearly articulate it.  This is not a tagline or even a series of “core values,” both these approaches seek to summarize a brand.  The first step is a complete and full articulation of the brand, several pages perhaps, that explain its history, beliefs, behaviors, accomplishments, failures and contributions.  This document seeks not to summarize a brand’s essence but rather to capture it in detail; it describes the brand’s character, what makes it authentic.
The process of writing it down is critical.  A consultant friend used to say that: “nothing exists until it is spoken.”  In this case, if you can’t write this document about your brand, then you don’t have a brand.  Often it can help to have an “outsider” write this document, if you allow that person full access to your company and your people.  Either way, you need to articulate your brand in depth and in full, as it should form the underpinnings of all that you do.  It should drive communications, your use of social media, dealer experience and everything in between.
With this document in hand, you are ready to leverage your brand and give your customers the experience that will differentiate you from the competition.  Without it, you’re grasping at straws, hoping that somehow everything comes together.
In the hyper competitive “new normal” market of 12-16 million units, “guessing and getting lucky” will not carry the day.
VW & Crispin.  It was only a matter of time.
VW of America just announced that it is reviewing its advertising business currently with Crispin Porter & Bogusky.
VW is truly one of the world’s most loved automotive brands. While there have been a number of clever and in some cases intrusive commercials from Crispin there has been little that has built or even sustained the VW brand.
Crispin is without question one of the most talented creative agencies in the country but while they did a wonderful job helping to create the Mini brand, they never succeeded in bringing that power to Volkswagen.
At times the work was startling, stopping you in your tracks…remember the “Safe Happens” commercials.
Watch “Safe Happens”
Last year we saw Brook Shields introduce the Routan.
Watch Brooke
Most recently we’ve seen “Max” the talking Beetle.  In this commercial he introduces the Jetta diesel.
Watch Max
While the advertising has been interesting, sometimes funny, and at times talked about, what has it added up to?  Not much.
In an industry that is hoping to sell a little over 10 million units in 2009 and hopes to achieve a “new normal” of 12-15 million units by 2013, competition for buyers is only going to get more intense.  The manufacturers that actually have well-established brands (there aren’t many) have a leverageable asset that will enable them to “win” in this hyper-competitive environment.
Volkswagen is a brand with a well-defined value structure.  It started in the US with Doyle Dane Bernbach, Arnold nurtured it and now another team will have a chance to articulate the brand’s values to its enthusiasts and prospects.
VW has certainly had its ups and downs in the US but throughout it all, it has been truly loved by millions of loyalists.  That kind of devotion is at the heart of what makes an automotive marque powerful and it’s a good place for the next agency caretakers of the VW brand to start.
TreeFarm Partners: Automotive marketing consulting that makes a difference
We are an automotive strategy and implementation firm that makes a difference for our clients immediately and profoundly. We believe that a few senior level people working as a team can move mountains and make things happen quickly and productively. We’re here to partner with you, help you make smart decisions and get them implemented quickly Opportunity knocks for well-articulated automotive brands.
The automobile industry is entering new territory as the recession wanes and consumers, who have been emotionally scarred by the last 18 months, remain cautious.  Many believe that consumers have been forever changed by this recession and that they will be more conservative with their money for years to come.
No one expects that the automotive industry will achieve the heady sales levels of the early part of this decade.
“By 2013, car and truck sales in North America will rebound to the new normal rate of 15 million to 16 million units”  Automotive News 8/5/09
At best, we will attain a “new normal” of 15-16MM units in 2013.
That means that competition for customers is going to be tougher than ever and no one’s business is going to grow just hanging on to the industry coattails.  Historically the manufacturers have reacted to these types of circumstances by using incentives.  These tactics artificially inflated sales earlier in the decade, pulling sales forward and contributed to the most recent “correction” that has pummeled the industry.  Using short-term incentives to steal share is not the answer to long-term prosperity, it’s merely a tactic that gives a franchise a quick shot in the arm.  Establishing a brand’s immutable points of difference and creating consumer affinity for it, is what creates value over the long term.
Last week, BusinessWeek published a piece by Ed Wallace about GM making the same mistakes; in it he made the case for branding:
“True, people want a “deal” when they buy a new car. But more important, they want to buy something exceptional….The automotive selling process, done right, has little to do with negotiation: It has everything to do with building value in the vehicle.”
It’s about time the industry took “branding” seriously.
You only need to look as far back as the last eighteen months to see the power of an automotive brand.  Subaru and Mini have survived the recession and some would argue have flourished under incredibly difficult circumstances while virtually every other manufacturer suffered.
The automobile industry has not made building and nurturing its brands a priority.  There are some exceptions like Subaru, Mini, Porsche, BMW, Mercedes Benz and Jeep.  But generally speaking investing in the brand has been the first thing cut by automotive marketers when things get tough.  The brand investment gets cut in favor of marketing efforts that will “make the doors swing.”  Frankly some of the above-mentioned brands have weakened in recent years, but clearly the marketers in charge of them have historically recognized the leverage created by a well-understood brand.
The first step toward having a well-understood brand is being able to clearly articulate it.  This is not a tagline or even a series of “core values,” both these approaches seek to summarize a brand.  The first step is a complete and full articulation of the brand, several pages perhaps, that explain its history, beliefs, behaviors, accomplishments, failures and contributions.  This document seeks not to summarize a brand’s essence but rather to capture it in detail; it describes the brand’s character, what makes it authentic.
The process of writing it down is critical.  A consultant friend used to say that: “nothing exists until it is spoken.”  In this case, if you can’t write this document about your brand, then you don’t have a brand.  Often it can help to have an “outsider” write this document, if you allow that person full access to your company and your people.  Either way, you need to articulate your brand in depth and in full, as it should form the underpinnings of all that you do.  It should drive communications, your use of social media, dealer experience and everything in between.
With this document in hand, you are ready to leverage your brand and give your customers the experience that will differentiate you from the competition.  Without it, you’re grasping at straws, hoping that somehow everything comes together.
In the hyper competitive “new normal” market of 12-16 million units, “guessing and getting lucky” will not carry the day.
VW & Crispin.  It was only a matter of time.
VW of America just announced that it is reviewing its advertising business currently with Crispin Porter & Bogusky.
VW is truly one of the world’s most loved automotive brands. While there have been a number of clever and in some cases intrusive commercials from Crispin there has been little that has built or even sustained the VW brand.
Crispin is without question one of the most talented creative agencies in the country but while they did a wonderful job helping to create the Mini brand, they never succeeded in bringing that power to Volkswagen.
At times the work was startling, stopping you in your tracks…remember the “Safe Happens” commercials.
Watch “Safe Happens”
Last year we saw Brook Shields introduce the Routan.
Watch Brooke
Most recently we’ve seen “Max” the talking Beetle.  In this commercial he introduces the Jetta diesel.
Watch Max
While the advertising has been interesting, sometimes funny, and at times talked about, what has it added up to?  Not much.
In an industry that is hoping to sell a little over 10 million units in 2009 and hopes to achieve a “new normal” of 12-15 million units by 2013, competition for buyers is only going to get more intense.  The manufacturers that actually have well-established brands (there aren’t many) have a leverageable asset that will enable them to “win” in this hyper-competitive environment.
Volkswagen is a brand with a well-defined value structure.  It started in the US with Doyle Dane Bernbach, Arnold nurtured it and now another team will have a chance to articulate the brand’s values to its enthusiasts and prospects.
VW has certainly had its ups and downs in the US but throughout it all, it has been truly loved by millions of loyalists.  That kind of devotion is at the heart of what makes an automotive marque powerful and it’s a good place for the next agency caretakers of the VW brand to start.
TreeFarm Partners: Automotive marketing consulting that makes a difference
We are an automotive strategy and implementation firm that makes a difference for our clients immediately and profoundly. We believe that a few senior level people working as a team can move mountains and make things happen quickly and productively. We’re here to partner with you, help you make smart decisions and get them implemented quickly.

Share/Bookmark

]]> http://autoperspectives.com/blog/2009/12/08/la-auto-show-everyones-talking-about-electric-vehicles-but-diesel-is-winning/feed/ 2 Kudos to Audi of America for taking on Americans’ perception of diesel. http://autoperspectives.com/blog/2009/07/02/kudos-to-audi-of-america-for-taking-on-americans-perception-of-diesel/ http://autoperspectives.com/blog/2009/07/02/kudos-to-audi-of-america-for-taking-on-americans-perception-of-diesel/#comments Thu, 02 Jul 2009 17:58:39 +0000 Cameron http://autoperspectives.com/blog/?p=128 audi-mileage-marathon

Audi of America has stepped up and taken on America’s negative perception of diesel technology.

Take a look at this video:

Then the commercial:

Changing American’s perception of diesel is a monumental task but one that will yield remarkable benefits.  Diesel offers the opportunity to immediately reduce our consumption of oil, reduce emission of CO2 and get better mileage.  Diesel can help manufacturers satisfy the new CAFE standards.  All this from a proven technology that is well understood and available today.


Diesel needs to be part of the energy solution of our country.    I know that it is far more fashionable in Washington to discuss plug in electric vehicles but those technologies are years away from broad-scale commercial viability.

Clean diesel is here today and can contribute immediately to   reducing our dependance on foreign oil, reducing one of the major gasses that cause global warming, give consumers 20-30% better milage and a motor that will last longer!

Diesel is a “win-win” for the consumer, the automobile manufacturers and our country.  All we need to do is update America’s perception of the technology.

Good for Audi of America for trying to change our perception of diesel.  I hope they succeed, that would be good for all of us.

]]> http://autoperspectives.com/blog/2009/07/02/kudos-to-audi-of-america-for-taking-on-americans-perception-of-diesel/feed/ 0 Why aren’t we talking about diesel? http://autoperspectives.com/blog/2009/05/13/why-arent-we-talking-about-diesel/ http://autoperspectives.com/blog/2009/05/13/why-arent-we-talking-about-diesel/#comments Wed, 13 May 2009 18:10:35 +0000 Cameron http://autoperspectives.com/blog/?p=131 mercedes-benz-e-300-bluetec_01

Amid all the blather from Washington about hybrids, plug-in electrics and other green technologies is an engine technology that is clean, fully developed and ready to make a difference…clean diesel.  For the life of me, I can’t understand why we are not having a more meaningful conversation in our country about the advantages of clean diesel.

Actually, I do understand.  Diesel is a much misunderstood technology in America.  We all remember those diesel Rabbits with black stuff all over the hatchback and a steady stream of vile smoke out the back.  Mercedes Benz has been marketing diesels in this country for decades and there are still many smoky, noisy 300D’s on our roads today.  Unfortunately this image is the impression most Americans have of diesel technology.  Diesels are dirty, slow, noisy pollution machines.


America, the world of diesel has changed.  Now we have ultra low sulfur diesel fuel available in our country and the European manufacturers have introduced 50 state emission compliant “Clean Diesel” models (Volkswagen, Mercedes Benz, Audi and BMW all offer clean diesels now).  So here’s the deal, now you can buy a diesel that is at parity with gasoline from an emissions perspective (in fact it puts out less CO2) and gets 30% better mileage.  Diesel engines also last far longer than their gasoline counterparts.  People regularly put half a million miles on diesel engines.  The new clean diesels are quiet and offer terrific performance.

What’s the downside you ask?  Diesel fuel prices are bit higher than they need be which reflects limited refining capacity and high levels of global demand.  Right now diesel is priced in between regular and premium gasoline.  New refining capacity will come on line in the next couple of years and that will help diesel fuel prices.  The other issue is that the initial price of diesel automobiles is a little higher than their gasoline counterparts.

When I run the numbers, I still have a compelling case for diesel.  A car that will last longer, be environmentally responsible and reduce our dependance on foreign oil.  Here’s the best part, all of this available today, using well understood and proven technologies.

While I’m sure there’s a plug in electric somewhere in our future, diesel offers us a way to reduce our oil consumption in an environmentally responsible way, today!  Diesel may not be the long term answer to our automotive and energy issues, but it is a darn good step on the path to energy independence.

Diesel is part of the solution.  Our colleagues in Washington need to embrace it as an option, even if it isn’t as politically fashionable as hybrids and electrics.


Share/Bookmark

]]> http://autoperspectives.com/blog/2009/05/13/why-arent-we-talking-about-diesel/feed/ 0