Many Americans don’t even consider a diesel when shopping for a new car, but BMW wants to change that. They are bringing their 335d to America, and trying to convince us that diesel itself has changed.
Over half of the cars in Europe run on diesel, but here in America it’s more like 2% of the cars on the road. That’s because during the early 1980’s, many car companies tried to sell Americans on loud, smelly, underpowered diesel engines that just happened to get better gas mileage. It didn’t stick though, and many consumers were left with a foul taste of oil-burners in their mouth. The fact remains though that modern diesel engines are more powerful and get better gas mileage than their petrol-powered cousins.
BMW is a huge champion of diesel engines in Europe, and finally they are bringing a diesel engine to its popular 3-series sedan in America. They even spent $3 million on a 30-second TV spot for this neat commercial that shows dirty diesel being surpassed by the powerful 335d. But is it enough to convince Americans that diesel has indeed ch-ch-changed, or will this come and go like so many diesels before it?
Chris DeMorro is a writer and gearhead who loves all things automotive, from hybrids to HEMI’s. You can follow his slow descent into madness at Sublime Burnout.