Thursday, March 10, 2011

Reluctance at Ford over diesel

I don't undersand why Ford has taken such a narrow view of diesel for its cars in the U.S.  It enjoys global success with diesel-powered autos, yet continues to resist Americans' interest in the same products.

This from Automotive News:


Ford's Kuzak: diesels "don't make sense" for Americans

Ford Fiesta

Sometimes, it's what automakers don't offer in the U.S. that creates a stir – the diesel engine being one prime example. For years, U.S. buyers have been left out in the cold (mostly) while Europeans have had a vast selection of efficient, diesel-powered vehicles to choose from. With fuel prices on the rise, you'd think that automakers would at least consider adding diesel-powered vehicles to their U.S. lineup. Not Ford, though.

During a dinner last week in Geneva, Derrick Kuzak, Ford's vice president for global product development, told a handful of journalists that the automaker will rely on its fuel-efficient EcoBoost gasoline engines, instead of diesels, in the U.S.

Kuzak admits that Ford could "easily bring diesels to the U.S. market" but, he said, U.S. customers "are pragmatic" and most American car buyers don't want oil-burning engines. Plus, Kuzak told journalists, the automaker's EcoBoost engines nearly match the efficiency of its oil-burning mills. Furthermore, Kuzak said, since diesel fuel costs more than gasoline in the U.S., launching a lineup of diesel-powered Ford models simply "doesn't make sense."

No comments: