Recently, Kelley Blue Book came out with the result of a study which showed that American consumers are still hesitant about buying a diesel powered vehicle. The Auto Channel reported that KBB executive editorial director Jack Nerad said that consumers still have the impression that diesel engines are dirty as they once were.

"Clearly many Americans still think of the dirty diesels of the past and are not aware of the benefits of new clean-diesel technology. Some manufacturers, such as Volkswagen with its ‘Diesolution Tour,’ are doing their part to ensure consumers are educated about today’s diesels. However, not enough is being done by the auto industry as a whole to help American consumers understand the benefits of modern-day diesel technology," said Nerad then.

But the Diesel Technology Forum disagrees with the result of KBB’s study. Michael Coates, West Coast Representative for the DTF, said: "Needless to say, we in the diesel industry are more than a little skeptical of its conclusions. Like the political polls that are part of this season, this is merely a snapshot in time, of a particular audience. On one hand, it’s not too surprising since there are so few diesels on the market right now. (But) We think the same survey a year from now would have more tangible results." Mr. Coates’ statement is also published by The Auto Channel.

Coates pointed out some data that DTF disagree with saying: "As to the survey itself, I am curious about how the most popular hybrid on the market is fourth on the consumers’ shopping list. That just doesn’t seem to reflect the current market reality. For reference, we did a survey using a third party research company in California and offered some information in additional to merely asking opinions. We found quite different results."