Germans, luxury marques lead diesel’s U.S. comeback

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June 29, 2009 by German Car Magazine
Filed under News

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2009 audi q7 tdi clean diesel main630 0409 350x200 Germans, luxury marques lead diesels U.S. comeback

It’s easy to blame the economy or the consequent poor car market for the delay of diesels from Chrysler, Ford, General Motors, Honda, Nissan and Toyota, but that hasn’t kept the Germans at BMW, Audi, Mercedes-Benz and Volkswagen from turning up the wick on oil-burners. In fact, it’s quite the opposite.

The Germans owe their leading position in U.S. diesels to their premium positioning and European provenance - it’s easier to absorb the extra cost of a diesel vehicle when you can charge more for it and share the cost with volume production elsewhere.

The Japanese and American carmakers don’t have those luxuries, producing primarily mainstream vehicles and without substantial European diesel programs for the most part.

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