Someone earlier in this thread mentioned public perception hindering diesel sales in the US. I think he made an excellent post.
Many Americans buy (or, perhaps more often, lease) new cars every couple of years for status symbol, to impress their neighbors, because it is coming off lease, or because they can't afford to buy new tires for the car they have.
Most don't think beyond the current month.
As all of us know, a diesel powered car or truck is a longer term investment and a much more durable and efficient automobile.
"But the purchase price is higher", say some. Not really. When the trade-in or resale value is subtracted diesel power is often cheaper not to mention cheaper to operate.
Few Americans can think, reason, or perform basic arithmetic calculations.