Consumer research company J.D. Power and Associates predicted that sales of diesel vehicles will nearly triple in the next decade due to technological improvements that make diesels use less fuel and run cleaner. As a result they are becoming more socially acceptable in relation to gasoline-powered engines.

A survey jointly sponsored by Diesel Technology Forum (DTF) and Mercedes-Benz USA found that 70% of Americans believe we are not reducing fuel consumption fast enough. Another recent survey by J.D. Power and Associates found that 50% of Generation Y (18-29 years old) and 46% of Generation X (30-41 years old) said they would be willing to consider buying (or leasing) a new clean-diesel.

The surveys also show American’s growing awareness of diesel’s greater fuel efficiency. For example, 64 percent surveyed knew that diesels are more fuel efficient than gas engines. That’s up significantly from a 2004 DTF study which found that only 17% of Americans connected "fuel efficient" with the word diesel.

Allen Schaeffer, executive director of the Diesel Technology Forum said “We are seeing that younger drivers are eager to embrace new clean diesel as they look to reduce their fuel bill and their environmental footprint, thereby demonstrating that they're socially responsible.”

Historically in this country, diesel buyers have tended to be older. Together, these findings appear to show that younger buyers are also interested in reducing fuel consumption and are considering alternative powerplants such as diesels. However, there still needs to be a shift in consumer perception to occur before full acceptance of diesels occurs here, because many Americans still think of diesels as rougher and less refined than gasoline engines. It’s just amazing how much damage clunkers such as General Motors 350 V-8 diesels from the 1970s and early 1980s did to diesel’s reputation in the United States.