Are New Diesel Cars DOA?

We here at Cars.com have been covering the alleged entry into the U.S. market of a number of new clean-diesel cars and SUVs for the past few years. 2008 seems like the year that we’ll finally see these more efficient, torque-happy models on sale at local dealers. Some examples include the VW Jetta TDI and BMW 335d.

There’s just one little problem — well, one new little problem: Diesel prices are sky high, currently at a national average — and record high — of $4.21 a gallon compared to an also-record-high $3.55 per gallon for regular gas. That’s nearly a 20% premium for diesel. High octane gas isn’t even that expensive, coming in at $3.91 a gallon.

So, will that hurdle hurt the new diesels?

You betcha. The BMW 335d, for example, will get 30% better mileage — 23/33 mpg city/highway — than its gasoline counterpart, the 335i. We highly doubt folks will be turned off by the 335i’s mpg figures, and we additionally doubt the 335d will be a better performer. 

The Jetta will be more interesting, but not considering of diesel prices. The previous-generation Jetta TDI is a favorite of the biodiesel crowd. There are even folks who brew their own fuel from waste like restaurant grease

and oil. that essentially renewable fuel can burn in pretty much any diesel engine. Volkswagen has confirmed the new TDIs can burn commercially sold B5 biodiesel fuel without conversion and under guarantee but obviously won’t support homegrown fuels. We’d guess the hardcore users out there will convert the new Jetta TDI sedan and sportwagen to run on it besides.

Other future diesel vehicles include the Acura TSX (available in 2009), Audi Q7 TDI (early 2009), BMW X5 xDrive35d (fall 2008), Kia Borrego (2010) and Mercedes-Benz GLK (2008).

Looking at that list, it seems prices could hurt all of them, with one strange exception: The Kia Borrego could be an affordable, large SUV that, again, could run on biodiesel. A capable, clean full-size SUV? Californians will jump for delight. 

Also, even though all these vehicles have been announced for sale in the U.S., guess what? They could very easily be canceled completely. considering each model is made for global consumption and sale in other markets, units slated for the U.S. can just be diverted elsewhere. That’s a sad opportunity for diesel aficionados.