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European automakers are preparing a massive onslaught of diesel-powered models that they say will help cut fuel bills and reduce greenhouse gas emissions by up to 25 percent.
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Overpowering diesel fumes fill the cabin of the double-cab pickup as it lines up behind hundreds of idling trucks, stuck queuing at North America’s busiest border crossing.
Ambassador Bridge, which links Canada and the US in a graceful stretch across the Detroit river, may be beautiful. But it stinks. For many Americans, slow-moving queues such as this one are seen as a necessary evil.
The 18-wheeler trucks that cross the bridge transport more than a quarter of all trade between the two nations by volume, adding tens of thousands of jobs and some $10 billion to $15 billion to economic output, according to some estimates, BBC News reported.
But they also belch out tons of diesel, which has been widely blamed for a range of ailments ranging from bronchitis to asthma to lung cancer.
Reluctant Consumers
These days, most urban filling stations offer diesel in both areas yet the filling station’s layout often remains as a potent symbol of a line that many Americans are loath to cross.
In a country where the “filthy fuel“ is generally reviled, most would not even consider buying a diesel-powered family vehicle.
And yet, in spite of such extreme distrust in diesel, European automakers are preparing a massive onslaught of diesel-powered models that they say will help cut fuel bills and reduce greenhouse gas emissions by up to 25 percent.
This year, for the first time, diesel-powered cars that meet the emissions regulations in all 50 states will arrive in the US, says Stefan Krause, BMW’s executive director in charge of sales and marketing, in an interview with BBC News.
“If you point out the environmental friendliness of these cars and if you point out that it’s more cost-effective than petrol, then high performance diesels will be accepted,“ he predicts.
Dieter Zetsche, chief executive of Daimler, which owns Mercedes-Benz, agrees. “We are very bullish about the prospects for diesel in this country,“ he said.
Necessary Evil
Much of the science is on the side of modern diesel, which has a sulphur content limited to 15 parts per million (ppm), compared with up to 500 ppm found in the diesel of yesteryear.
Consequently, a growing number of industry observers agree with the claims made by manufacturers of diesel-powered cars: “Diesels can produce enormous improvements in the short-term,“ according to Paul Ingrassia, author of Comeback: The Fall and Rise of the American Automobile Industry.
The emergence of so-called “clean diesel“ has taken Europe by storm and now outsells petrol pretty much across the board.
Diesel now accounts for more than half of all new cars sold in Europe, and only a quarter of luxury car buyers in Europe choose petrol engines, though this is largely because of tax rules that favor diesel.
In the US, meanwhile, diesel has yet to rise above a single-digit market share in any segment, though there are early signs that wealthy drivers, who are more likely to choose cars made by non-US manufacturers, are keen to embrace the fuel.
Big & Powerful
In Europe, carmakers are offering a broad range of diesel-powered vehicles that have been specially designed to meet the continent’s much stricter environmental regulations.
But do not expect the same model ranges to go on sale in the United States.
All the German manufacturers aim to woo US drivers with diesel-powered muscle-cars in a carefully thought-out effort to convince Americans that a switch to diesel will not involve sacrificing performance.