The fact is that Detroit does not know that we really want that small or mid size truck with a diesel that would give great fuel mpg. That or as my GrandFather always said that the oil companies control everything Like I said before it's time to make some NOISE
So you're saying the car companies could make a fortune selling hundreds of thousands of small pickup trucks (1/2 ton or less) equipped with a diesel engine, and despite spending hundreds of millions of dollars annually (collectively) on market research, they don't know about it?
People on diesel truck sites have been talking for many years about how desperately we need small trucks with diesels because there's a huge demand for them but either the car companies somehow don't know that, or there is some conspiracy (which would require perfect competence on the part of the conspirators) to keep them out of the market.
Am I crazy to think that maybe the car companies are pretty good, in general, at their market research and they know what they could sell profitably in this country? After decades of this kind of talk on forums like this, do we really think that it's just a conspiracy or the car companies being unaware that there's this enormous untapped market?
I don't think many people want a diesel vehicle in this country. Maybe because they don't understand the benefits, or maybe because diesel fuel is MORE expensive than gasoline and, generally, more difficult to find.
VW has a 9% share of the WORLD car market, and about 2% in the US market. In 2009 they sold 41278 diesel vehicles in the US, representing 20% of their total US sales. 20% of 2% is 0. 4%. That's 0. 4% of the entire US car market buying VW diesels. Even if you're right, and VW can't keep a TDI on the lot, they're still a tiny fraction of the total market - hardly representing a ravenous untapped demand for small diesel vehicles. And I refuse to believe that VW is deliberately restricting the number of TDIs in the marketplace - they're in this to make money, why would they ignore a huge, untapped demand?
In the capitalist system - which, I know, is not popular right now - successful people find something people want, they go produce it, and then they sell it. The first step is the most important -
find something people want. If there were a massive, untapped demand for small diesel vehicles in this country,
someone in the last 30 years would have found it and made a fortune. In fact, there was a time when you could buy a Ford Ranger with a 4 cylinder diesel in this country! Ever seen one? I haven't -
because hardly anyone bought one, at a time when diesel fuel was cheaper than water and there were, effectively, no EPA anti-diesel regulations! So either Ford said, "let's screw the American public and stop selling this Ranger diesel option", or they looked at the demand and said, "this thing doesn't sell - drop it. "
Here at the TDR, we all want a diesel. That's why we're here. Even if every one of us wants a small diesel pickup, we do not represent a statistically meaningful sample of the total US car market.
Having said that, I'd love to have a small Cummins 4 cylinder. But I'm pretty sure I'll have to build it myself.
-Ryan