As the Germans get ready to bring back diesels into the USA later this year the battle strategy is being finalized by the the main competitors, Audi, BMW and Mercedes.
On the Audi and Mercedes side the strategy seems to be to promote the cleanest and most efficient cars/trucks from a gas mileage and environmental standpoint.
On the BMW side however their move will be to promote the fact that their diesels will be the performance leaders of the pack, not necessarily the vehicle with the ABSOLUTE cleanest system or the ABSOLUTE best mileage.
They will be clean AND fuel efficient, but their focus when they promote them will be the performance aspect of the vehicles. In other words, the ultimate diesel driving machine.
Yes, Audi has the R8 diesel but that is not the car they will be selling or promoting.
We're talking about the strategy they will all push on the cars/trucks that WILL be sold here.
The question we are asking today is which strategy will be the ultimate winner?
Do customers want the cleanest most fuel efficient diesel or the best performing diesel that gets good mileage and is very clean at the high end of the market?
If/When you go looking for a diesel vehicle will you vote with your wallet for the Audi, Mercedes or BMW diesel?