It’s yet another challenge for the US and international auto industries. As President Obama pushes his plan to alleviate our dependency on oil, auto manufacturers have been tasked with improving fuel efficiency and reducing pollution. Hybrids are definitely hitting the spot, but they aren’t the only solution.
Enter the diesel engine. (Vrroom, vroom.) Powerful? Check. Fuel efficient? Check. Low emissions? Check. Tough sell for the American public? Check. Many people still associate diesel with high emissions and sulfur smells, but manufacturers are determined to change that.
Using an email marketing campaign, Audi previewed its Audi Q7 TDI clean diesel to US drivers a month before it was even available on the market. Volkwagen, Ford and BMW are also using direct mail and email marketing to position their diesel vehicles as modern, high-performing and good for the environment.
If automakers can successfully reintroduce today’s drivers to diesel, they’ll not only help alleviate our dependency on crude oil, but also continue the push for clean, fuel-efficient automobiles. Do you think they’ll have success? What would it take to make diesel as trendy and appealing as hybrids?

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