You are here: Home / Fossil fuels / Diesel / Apparently the Highest Mileage Clean Diesels Are For European Eyes Only

Apparently the Highest Mileage Clean Diesels Are For European Eyes Only

September 21, 2009 by 24 Comments
Facebook Twitter Stumbleupon Digg Email Reddit Tumblr

[social_buttons]

I’ve been happy with all the recent efforts by European auto manufacturers to bring fuel-efficient diesels back to the States. From Volkswagen to Mercedes, diesels seem to be the new attempt at pleasing the US “green” crowd with classy, low-emissions fuel-sippers.

Reading that last sentence over, it seems funny to call them a “new attempt” because these high mileage diesels have been available to Europeans for a LONG time — but that’s another story.

So, while it’s debatable whether a gasoline-powered Prius at 40 mpg is more “green” than a diesel-powered Jetta at 40 mpg — it all has to do with how much of each type of fuel comes out of one barrel of oil — It’s a fact that having these new clean diesels as an option is certainly something the US has been lacking for a long time. And I appreciate having that option, I really do.

But I still feel a little cheated. Maybe I’m expecting too much, or maybe I just need to be more patient, but inevitably, when I hear about the newest, hippest clean diesel to be imported into the US, I go online and do a little research and find that in Europe [insert car manufacturer's name here] sells the same vehicle in a slightly different configuration and it gets a boatload better fuel economy than the car that the US has the option of buying.

For instance, take Audi’s upcoming release of the A3 TDI to the US market this November (sorry to pick on you so much recently Audi, you just make it so easy). In the US your only option is to buy the 2.0 liter 140 HP TDI engine. At first glance, it seems like a pretty nice gig: 30 city mpg/42 highway mpg. I’m liking those numbers.

But then, just out of curiosity, you head on over to Audi’s UK website and do some comparison shopping. You find that, in addition to the 2.0 liter 140 HP, Audi sells a 1.6 liter engine to the European A3 TDI crowd. After doing some conversions from British Imperial gallons to US gallons and then taking into consideration that EPA mileage estimates are usually about 15% lower than European Union mileage estimates, you find that the EPA estimates for 1.6 liter A3 TDI would be about 40 city mpg and 52 highway mpg — a full 10 mpg more than the 2.0 liter.

The only thing you sacrifice for that extra 10 mpg is about 3 seconds of acceleration from 0-60 mph (8.9s for the 2.0 liter, 11.7s for the 1.6 liter). So, you say, that’s it! Audi has made the marketing calculation that an 11.7s 0-60 mph time is unacceptable to the US market. Mystery solved. But no, in Europe the A3 TDI also comes in a 170 HP flavor, one which is not available in the US. So, not only do the Europeans have more choice in terms of diesel fuel economy, they have more choice in terms of diesel power.

Maybe what the clean diesel marketers have decided is that they’ll start with a middle-of-the-road car and see how it sells. The thinking may have gone something like this: “It’s not the most fuel-miserly of the A3 TDI bunch and it’s not the most powerful, but it’s a compromise car and it will appeal to the broadest range of customers.”

In my mind, that’s the wrong approach to take. The best selling point of a clean diesel is its fuel economy. To stand apart, I would think you’d want to introduce a car that really exemplified the benefits of what a clean diesel can offer. Sell the highest mileage diesel you can and people will flock to it — guaranteed. You’d likely even pick up customers who would never have considered buying an [insert european car manufacturer's name here] before.

Image Credit: Audi

Print Friendly Version of this pagePrint Get a PDF version of this webpagePDF
Filed Under: Diesel, Fuel economy Tagged With: , , , , , , , , , ,
  • Tim Cleland

    “In my mind, that’s the wrong approach to take. The best selling point of a clean diesel is its fuel economy. To stand apart, I would think you’d want to introduce a car that really exemplified the benefits of what a clean diesel can offer. Sell the highest mileage diesel you can and people will flock to it — guaranteed. You’d likely even pick up customers who would never have considered buying an [insert european car manufacturer's name here] before.”

    I agree. For the U.S. car market, people who want a diesel want it for its fuel efficiency (and possibility of using biodiesel).

  • Tim Cleland

    “In my mind, that’s the wrong approach to take. The best selling point of a clean diesel is its fuel economy. To stand apart, I would think you’d want to introduce a car that really exemplified the benefits of what a clean diesel can offer. Sell the highest mileage diesel you can and people will flock to it — guaranteed. You’d likely even pick up customers who would never have considered buying an [insert european car manufacturer's name here] before.”

    I agree. For the U.S. car market, people who want a diesel want it for its fuel efficiency (and possibility of using biodiesel).

  • EcoGeek

    I’ve been drooling over European car efficiency for YEARS. I’ve written the automakers requesting something more efficient, I’ve talked to reps at auto shows about the lack of fuel efficiency. What I’ve heard is that I (as an American) don’t want more efficiency: I want more power, faster acceleration, more torque. I said I didn’t need to be the first one to the next red light, I didn’t need to burn rubber, or tow anything, I don’t need to be the professional driver on the closed course….I just want to get from A to B as efficiently as possible. I’m told “We build the cars that you want.” Do they really build the cars that -I- want, or just the cars they want me to want? I started to think that I was the only one wanting efficiency and willing to sacrifice that extra 2-3 seconds getting on the highway. You don’t know how happy it makes me knowing that there are at least two others that think the same!

    Keep up the good work!

  • EcoGeek

    I’ve been drooling over European car efficiency for YEARS. I’ve written the automakers requesting something more efficient, I’ve talked to reps at auto shows about the lack of fuel efficiency. What I’ve heard is that I (as an American) don’t want more efficiency: I want more power, faster acceleration, more torque. I said I didn’t need to be the first one to the next red light, I didn’t need to burn rubber, or tow anything, I don’t need to be the professional driver on the closed course….I just want to get from A to B as efficiently as possible. I’m told “We build the cars that you want.” Do they really build the cars that -I- want, or just the cars they want me to want? I started to think that I was the only one wanting efficiency and willing to sacrifice that extra 2-3 seconds getting on the highway. You don’t know how happy it makes me knowing that there are at least two others that think the same!

    Keep up the good work!

  • http://carifilms.com John Q Public

    I, as an average American, am deeply disappointed that the American car companies that I just bailed out still can not realize fuel efficiency is needed. They will again be years behind once the diesels become popular in 2010. The big 3 will site that we did not want one in 1983. WAKE UP! It’s 2010. I want 50 MPG, Dammit!

    Pissed off,

    John Q Public

  • http://carifilms.com John Q Public

    I, as an average American, am deeply disappointed that the American car companies that I just bailed out still can not realize fuel efficiency is needed. They will again be years behind once the diesels become popular in 2010. The big 3 will site that we did not want one in 1983. WAKE UP! It’s 2010. I want 50 MPG, Dammit!

    Pissed off,

    John Q Public

  • ChuckL

    What is really so disturbing here is that the American manufacturers have proven with their gearing changes in the past that you can have it both ways.

    1956 Chevrolet sedan, V-8 0-60 ~ 6.5 secs. 1/4 mile ~14 secs @ ~ 100 MPH.

    1986 Mustang 5.0, use the same performance. It is within the limit of repeatability.

    The only difference was the fuel mileage. Chevy with a 3.56:1 axle ration and no overdrive, 17 Hwy, 14 City.

    Mustang with a 2.73:1 axle ratio and an overdrive 5 speed transmission, 27 Hwy, 15 city.

    Both had standard transmissions. The Chevy was about 300 pounds lighter.

  • ChuckL

    What is really so disturbing here is that the American manufacturers have proven with their gearing changes in the past that you can have it both ways.

    1956 Chevrolet sedan, V-8 0-60 ~ 6.5 secs. 1/4 mile ~14 secs @ ~ 100 MPH.

    1986 Mustang 5.0, use the same performance. It is within the limit of repeatability.

    The only difference was the fuel mileage. Chevy with a 3.56:1 axle ration and no overdrive, 17 Hwy, 14 City.

    Mustang with a 2.73:1 axle ratio and an overdrive 5 speed transmission, 27 Hwy, 15 city.

    Both had standard transmissions. The Chevy was about 300 pounds lighter.

  • http://www.non-scalable.com NonScalable

    It is a difficult situation, here an EU manufacturer (insert name here) spends millions on market research, yet they seem to miss the point.

    People should not be given what they want…or else we would all be flying around in hover-cars with lasers and cloaking devices. People make ‘gut’ (bottom of the brain) decisions based on color and “how this car will make me look while driving it” feelings.

    The problem maybe has more to do with marketing in the first place (chicken-egg problem I know). I’m going to go out on a limb here and suggest that any analysis of marketing to the two markets (US vs. EU) would show that you could not show the same commercial in either place; the “market mentality” is not reciprocal.

    I bet (current) EU marketing is more technical then ‘gut’, and that leads to people wanting a more technologically ‘advanced’, read fuel efficient, option.

    What does US marketing show us? Nary a number, statistic, graph, or technical detail be found.

    My two-cents.

  • http://www.non-scalable.com NonScalable

    It is a difficult situation, here an EU manufacturer (insert name here) spends millions on market research, yet they seem to miss the point.

    People should not be given what they want…or else we would all be flying around in hover-cars with lasers and cloaking devices. People make ‘gut’ (bottom of the brain) decisions based on color and “how this car will make me look while driving it” feelings.

    The problem maybe has more to do with marketing in the first place (chicken-egg problem I know). I’m going to go out on a limb here and suggest that any analysis of marketing to the two markets (US vs. EU) would show that you could not show the same commercial in either place; the “market mentality” is not reciprocal.

    I bet (current) EU marketing is more technical then ‘gut’, and that leads to people wanting a more technologically ‘advanced’, read fuel efficient, option.

    What does US marketing show us? Nary a number, statistic, graph, or technical detail be found.

    My two-cents.

  • Bobby Fontaine

    Much of Europe uses mostly diesel. The US uses mostly gasoline. Crude oil refines into both with certain petroleum chemicals being used to make diesel and others for gasoline. Crude oil is not refined into one or the other but both to make best use of the chemicals refined from it.

    Much of US gasoline is refined in Europe. We want gasoline so they use diesel. We can’t all go diesel unless refineries are willing to produce all diesel from crude oil, which may not even be possible, or may be too expensive if it is.

  • Bobby Fontaine

    Much of Europe uses mostly diesel. The US uses mostly gasoline. Crude oil refines into both with certain petroleum chemicals being used to make diesel and others for gasoline. Crude oil is not refined into one or the other but both to make best use of the chemicals refined from it.

    Much of US gasoline is refined in Europe. We want gasoline so they use diesel. We can’t all go diesel unless refineries are willing to produce all diesel from crude oil, which may not even be possible, or may be too expensive if it is.

  • autolycus

    You’re forgetting a HUGE factor: The expense of having different engines certified for use in the US. VW/Audi is only sending one or two different diesel engines here for all of their different models. The reason is that it’s cost prohibitive for them to certify more engine/transmission pairings unless they can sell a LOT more cars than they will likely sell.

  • autolycus

    You’re forgetting a HUGE factor: The expense of having different engines certified for use in the US. VW/Audi is only sending one or two different diesel engines here for all of their different models. The reason is that it’s cost prohibitive for them to certify more engine/transmission pairings unless they can sell a LOT more cars than they will likely sell.

  • Tim Cleland

    “You’re forgetting a HUGE factor: The expense of having different engines certified for use in the US. VW/Audi is only sending one or two different diesel engines here for all of their different models. The reason is that it’s cost prohibitive for them to certify more engine/transmission pairings unless they can sell a LOT more cars than they will likely sell.”

    Another case of government getting in the way of the will of the people.

  • Tim Cleland

    “You’re forgetting a HUGE factor: The expense of having different engines certified for use in the US. VW/Audi is only sending one or two different diesel engines here for all of their different models. The reason is that it’s cost prohibitive for them to certify more engine/transmission pairings unless they can sell a LOT more cars than they will likely sell.”

    Another case of government getting in the way of the will of the people.

  • htl

    Cmon guys think like a CEO. They know that gas will go up. so sell inefficient models now then when gas goes up they say buy “new” efficient models with “new” technology that will boost fuel efficiency. We had very efficient engines in the 70′s but because gas was cheat well…blame your parents or yourselves… They know we will use tons gas now to force down supply, then force you buy a new one. and send them billions of dollars even thought they have never made that much but it’s not like we have a choice. Bloody genius, evil, but genius! That’s the American way! Not it’s our turn!!!

  • htl

    Cmon guys think like a CEO. They know that gas will go up. so sell inefficient models now then when gas goes up they say buy “new” efficient models with “new” technology that will boost fuel efficiency. We had very efficient engines in the 70′s but because gas was cheat well…blame your parents or yourselves… They know we will use tons gas now to force down supply, then force you buy a new one. and send them billions of dollars even thought they have never made that much but it’s not like we have a choice. Bloody genius, evil, but genius! That’s the American way! Not it’s our turn!!!

  • owlafaye

    I agree…if California were to implement more realistic rules regarding diesels such as the European “grams of carbon emitted” standard, we would have the benefit of some of the 70 and 80 mpg compacts common in Europe.

    Eventually Europe will go to tiny diesel-hybrid cars that have a potential for 100 mpg…If the VW L-1 (2 cyl diesel powered) can get just under 200 mpg without hybrid electric…well, I’ll leave it to your imagination.

    Such interesting times and cars to come…won’t be long.

    CALIFORNIA: Get your head out of the sand.

  • owlafaye

    I agree…if California were to implement more realistic rules regarding diesels such as the European “grams of carbon emitted” standard, we would have the benefit of some of the 70 and 80 mpg compacts common in Europe.

    Eventually Europe will go to tiny diesel-hybrid cars that have a potential for 100 mpg…If the VW L-1 (2 cyl diesel powered) can get just under 200 mpg without hybrid electric…well, I’ll leave it to your imagination.

    Such interesting times and cars to come…won’t be long.

    CALIFORNIA: Get your head out of the sand.

  • MichaelBryant

    It is the car make here. We could star rotors engines that get better efficiency. The car makers love certain type of design and not go for anything better

  • MichaelBryant

    It is the car make here. We could star rotors engines that get better efficiency. The car makers love certain type of design and not go for anything better

  • Benzman

    No freedom! Now how can you call this country a democracy? If the car that I want to buy meets US safety and emissions standards then why am I not permitted to bring this car here regardless of the cost? Why do I feel like I have no rights or choices everytime I return from trip to europe? Even the japanese cars like hondas look much better and have diesel engine choises. So where is my freedom to choose and buy? As I said I don’t want something illegal. I just want something sporty and economical that meets all US safety and emisions regulations. They even beat them !! New european standards that the cars are build acording to are much strickter than we have here.

  • Benzman

    No freedom! Now how can you call this country a democracy? If the car that I want to buy meets US safety and emissions standards then why am I not permitted to bring this car here regardless of the cost? Why do I feel like I have no rights or choices everytime I return from trip to europe? Even the japanese cars like hondas look much better and have diesel engine choises. So where is my freedom to choose and buy? As I said I don’t want something illegal. I just want something sporty and economical that meets all US safety and emisions regulations. They even beat them !! New european standards that the cars are build acording to are much strickter than we have here.