Diesels in the U.S.: They’re Coming… And Going

It’s a conversation we’ve had for the past 20 years. Diesels in the U.S. Alive? Dead? The future? The past? Viable? Obsolete? It’s 2019 and we still don’t have much in the way of answers. But quite a bit has happened in the diesel arena over the last 24 months, so let’s see if we can sort some things out. Will we get anywhere? Unlikely.

THE FACTS

While diesels are facing a bit of a decline in Europe over the past few years, they still handily outsell the States by a huge margin. In the U.K., roughly 35% of vehicles on the road are of the diesel variety. By comparison, less than 3% of smaller passenger vehicles sold in the U.S. last year were diesel. Of course, in the light truck (non-commercial) market, it’s a more popular choice. Although, not by much, only making up roughly 13% of the segment.

So, what gives? Diesels are such an indispensable part of the European car market—why are they an afterthought in North America? It seems the Yanks’ distaste is rooted in some early GM failures.

Tough Look for the Diesel

If you’re an American, you’ve no doubt heard diesels described as dirty. And the image of ‘70s – ‘80s Oldsmobiles enveloped in a thick black cloud of smoke—thanks to pump, injector, and engine failure—certainly contributed to that idea. As a result, hordes of people wrote off the vehicles and unfortunately, the fuel source.

The nineties increased the diesel divide between Europe and the US. In an effort to curb greenhouse gases, Europe invested heavily in diesel technology, offering subsidies while taxing regular petrol gasoline. Meanwhile, across the pond, gas was cheap. Instead of seeing diesel as the clean fuel of the future, the U.S. put its time and money into electric and hybrid technology. And who can blame them? The smoky aftertaste of the past two decades was still sticking to consumers’ taste buds.

But one group of American consumers still embraces diesel—benefits, drawbacks, and all.  It’s a base that doesn’t necessarily see “dirty” as a bad thing. A group that is loved by some and loathed by others.

We’re, of course, talking about the Power-Stroke and Duramax-loving American diesel truck owners. 

Often, when a number of us think of diesels in the U.S., a certain image comes to mind. That of a 25-year-old Cummins with bed-outfitted smokestacks and a Dodge the father, Ram the daughter decal plastered on the rear window. For most, that’s not a desirable look. And what do they tell you they drive? Not simply a “Ford” or a “Chevy”, but a “diesel Ford” or a “diesel Chevy”.

We love anything with four-wheels at The Engine Block, so we’re not here to judge. But people do judge. And people judge diesel owners.

Luckily, this ‘scene’ in itself is one that’s evolving. Until the past few years, if you were a diesel guy or gal, your options were limited to mostly heavy-duty half and one-ton capacity trucks, a few uninspiring compacts, and maybe one or two standouts. There was a certain demand for other varieties, but the Big 3 manufacturers in America never saw it as enough to put more than a VERY small handful into production.

But with the gasoline market taking body blow after body blow, change is imminent. And, while certainly not on the level of electricity, diesel is still seen in the States as an ‘alternative fuel’ source—and alternative fuel is hotter than ever. Undeniable performance and efficiency benefits combined with mandates and regulations make it hard not to notice the inroads that non-gasoline-fed vehicles have made here in America.

Electric and hybrid-powered cars are their own animal, but diesel has also capitalized on this shift.

WHY DIESEL?

If you have a friend who’s in the diesel crowd, you’ve no doubt heard them gab on and on why diesel is on par, if not superior, to traditional gasoline. But let’s go over some of the benefits as well as the modern-day counter arguments to common concerns:

BENEFITS
-Estimated 20-35% better fuel economy, which in return means more miles between fill-ups.
-Higher torque outputs when compared to similar gasoline models.
-Generally higher-rated towing capacity compared to gasoline models

TRADITIONAL CRITICISM & MODERN REALITIES

“But diesels are dirty, right?”

Since 2007 ultra-low sulfur diesel fuel has been the standard, cutting sulfur levels by 97%. This means vastly lower soot expulsion from new and old diesel engines. Plus, we have just about the strictest emissions regulations in the world here in the States. If diesels continued to maintain their ‘dirtiness’, you better believe the EPA would drop the hammer.

And here’s food for thought from the Diesel Technology Forum: “If every full-size pickup sold were diesel, the fuel savings and GHG reductions would be the same as 15 percent of the U.S. passenger car fleet switching to all-electric technology.”

“Not all my local gas-stations have diesel fuel available.”

True, but more do than you might think. When you’re pulling in to your next few gas or service stations, look around for that green diesel handle. Or even if you’re passing one by, look for diesel pricing.

Estimates have diesel now being available at over half of U.S. gas stations, and we think that’s being conservative.

“Why would I want to limit myself to the very few diesel offerings available in the U.S.?

Of course, diesel’s lack of popularity means fewer choices when you’re at your local dealership. But that being said, 2019 is a banner year for diesel versions of cars, trucks, SUVs, and vans. From economy to full-size, spartan to sporty, if you’re in the market you’ll be able to find a diesel in your segment. Here is a list of what’s available in 2019—and that of course doesn’t include older vehicles on the pre-owned side of the coin:

Not a bad list, right? (Well, a few of these may not be on this list for very long. But more on that later.)

WHY NOT?

One brand you don’t see on that list? Volkswagen. If you’re looking for a modern reason to hate on diesels, VW’s emissions scandal or “Dieselgate” is the place to start.

Volkswagen was the king of diesel in the U.S. and globally. In fact, 70% of diesel vehicle sales in the U.S. came from the German giant. But in 2015, it was discovered VW’s diesel offerings were not what they seemed. Sophisticated programming helped VW pass strict American emissions testing but, in reality, these cars were producing 40x more pollutants than claimed. And, to make matters worse, it wasn’t by accident that this was happening.

Through a complex series of algorithms and programming, diesel VWs could sense when the vehicle was going through an emissions test and button up everything like fuel pressure, timing, recirculation and the likes, in order to pass.  There was really no way VW could say it was unintentional, and because of it, they recalled a half-million cars. The whole debacle ended in VW pulling out of the U.S. diesel market completely.

This didn’t just hurt Volkswagen, but it was another black-eyed chapter for diesels as a whole. And maybe, just maybe, Dieselgate was the final nail in the coffin for smaller diesel vehicles that have been on and off life-support in the U.S. for decades. Perhaps a diesel death knell has been sounded.

So, wait, I’m confused.  In one breath you’re saying diesels are gaining traction, but you’re also saying they’re dead in the water?

Exactly!

Look: barring sweeping legislation, it’s going to be quite a long time before all our Class 4+ trucks, tankers, and tractors make the switch to electric from diesel. You boat towers and coal rollers shouldn’t fear either, as technology advances forward every year in your Cummins and PowerStroke—as well as in the aftermarket products designed to serve them.

Take Piusi as an example. Established in Italy in 1953, the Piusi brand has seen its fair share of diesel evolution. Earning its stripes in transfer pumps, the company now serves a wide range of markets with an even wider range of fluid handling equipment. DEF, gasoline, oil—you name it, Piusi moves it.

And if you think diesel engines are subject to ever-increasing EPA standards, just imagine what the checks and balances look like for the commercial machinery tasked with dispensing, transferring, and metering the very fuel that makes them run. As a pioneer in the field, Piusi takes some serious precautions—from offering rigorous training on how to use its technology to pushing that very technology to its innovative limits.

Just last year at the AAPEX show in Vegas, the brand debuted a whole new line of continuous duty, high-flow fuel pumps for commercial fleets that need to dispense fuels quickly and often. They’re compact, easy to use, and designed to prevent explosions. Piusi also recently launched a full range of DEF Mini Bulk tank solutions that maximize functionality, flexibility, and value for anyone who needs to safely store and dispense Diesel Exhaust Fluid.

In short: the diesel fuel source isn’t going anywhere for a while.

But anything smaller than a Super Duty and 2500 is where things get kinda blurry. On one hand, there are some very interesting diesel updates hitting the market. If you’re often running late to the jobsite, the new Ford Transit is now offered with a turbo diesel from the Euro-spec Ranger Raptor. Going even smaller, the Mazda CX-5 has just announced a diesel variant. And if you’re look for a little more luxury, Jaguar/Land Rover offer some intriguing diesel versions of their most popular vehicles. Plus, the beloved Jeep Wrangler and new Gladiator are slated to get the diesel treatment.

But it always seems that when we get a few new models, even more get the axe. Chevy Equinox/ GMC Terrain—slashed for 2020. Nissan Titan XD—just killed. Transit Connect—plans canceled. Mercedes and BMW diesels—gone. VW—exited last year. At least the Chevy Cruze diesel survived the year, occupying the spot Jetta once held in the U.S. But for how long?

Still confused as to where consumer diesels stand in the U.S.? Don’t worry, so are we.