Diesel revenge? Audi launches campaign as diesel fuel is now cheaper than gas
06-22-09, 06:59 PM
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Diesel revenge? Audi launches campaign as diesel fuel is now cheaper than gas
Luxury buyers haven't paid much attention to diesels. Both BMW and Mercedes-Benz have tried ad campaigns to boost sales of their advanced diesel-powered luxury cars, but they didn't seem to make much of an impact on sales. Today, Audi starts its own "public awareness campaign" -- with a big advantage.
That's because for the first time in memory, diesel fuel cost less than gasoline. It also helps, too, that fuel prices are rising, putting fear of high gas costs back on the list approved topics for summer ****tail party chatter. The average price of a gallon of gas is $2.69, AAA says. By contrast, Diesel is now six cents cheaper at $2.63.
Until now, luxury car makers were limited to selling their advanced diesel models by touting their increased torque, quiet performance and increased driving range. None of it seemed to stick. When Open Road visited BMW North American CEO Jim O'Donnell in April, he expressed disappointment that diesel wasn't catching on faster. It was only a couple years ago that all the German automakers were insisting that diesel was a better gas-saving technology than hybrids and that sales were sure to take off.
Audi, with its big, $50,900 Q7 diesel SUV, will push diesels as a way of freeing the U.S. from dependence on foreign oil (see USA TODAY Q7 Test Drive here). The Q7 will be joined by an A3 diesel sedan in the fall. There will be ads on TV and stickers on gas pumps around the country. The campaign, too, will push efficiency and 700-mile range from a single 26-gallon fillup
That's because for the first time in memory, diesel fuel cost less than gasoline. It also helps, too, that fuel prices are rising, putting fear of high gas costs back on the list approved topics for summer ****tail party chatter. The average price of a gallon of gas is $2.69, AAA says. By contrast, Diesel is now six cents cheaper at $2.63.
Until now, luxury car makers were limited to selling their advanced diesel models by touting their increased torque, quiet performance and increased driving range. None of it seemed to stick. When Open Road visited BMW North American CEO Jim O'Donnell in April, he expressed disappointment that diesel wasn't catching on faster. It was only a couple years ago that all the German automakers were insisting that diesel was a better gas-saving technology than hybrids and that sales were sure to take off.
Audi, with its big, $50,900 Q7 diesel SUV, will push diesels as a way of freeing the U.S. from dependence on foreign oil (see USA TODAY Q7 Test Drive here). The Q7 will be joined by an A3 diesel sedan in the fall. There will be ads on TV and stickers on gas pumps around the country. The campaign, too, will push efficiency and 700-mile range from a single 26-gallon fillup
you can watch the new commerciasl here:
http://www.youtube.com/watch?v=XNXekaQDfJg
http://www.youtube.com/watch?v=5T6UlkpqH-k
06-22-09, 07:37 PM
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Wow 6 whole cents cheaper. I mean I have noticed it but only diehard diesel fans seem to be accepting of the vehicles. I've yet to speak to another human being that has brought up a diesel when MPG comes up. Its always "hybrid" fwiw.
The price is volatile anyway it could easily shoot right up past gas like it was last year.
I'm all for diesels though but I fear most people just don't want one.
The price is volatile anyway it could easily shoot right up past gas like it was last year.
I'm all for diesels though but I fear most people just don't want one.
06-22-09, 08:05 PM
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Diesel in chicago is 2.50 and premium is at 3.30. Thats a 80 cent diffrence. All my cars are V8's asside from my sprinter so I am feeling gas price's a bit more again.
06-22-09, 08:23 PM
#6
The thing that's holding me back from diesel is the complexity to acheive the high mpg.
You'll be tied to VW/BMW service and potentially high maintenance costs/reliability it'll take to take care of a guden complex turbodiesel.
You'll be tied to VW/BMW service and potentially high maintenance costs/reliability it'll take to take care of a guden complex turbodiesel.
06-22-09, 11:35 PM
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Audi has some really amazing diesel racing technology that they can and are applying to their diesel models. Look at them on the track with the Le Mans cars
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06-22-09, 11:52 PM
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Today in Los Angeles I paid $3.38 for 91 and noticed diesel was $3.19, same as 87.
Does anyone know if diesel is usually around the same price as regular unleaded? Is that like a rule of thumb for diesel prices?
I never bothered to notice but I'm curious...
Does anyone know if diesel is usually around the same price as regular unleaded? Is that like a rule of thumb for diesel prices?
I never bothered to notice but I'm curious...
06-23-09, 01:43 AM
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06-23-09, 02:21 AM
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Seems to me that they're relying on fear of high gas prices to sell the cars (or at least the idea). This doesn't really say good business plan.
I'm not saying the technology isn't there, I just think they're going about the marketing/promoting & general education of the public all wrong. 'It will save you money on gas' isn't really were the luxury buyer is at. I know for me, if it's more efficient that's very nice but it wont be the deciding factor.
I'm not saying the technology isn't there, I just think they're going about the marketing/promoting & general education of the public all wrong. 'It will save you money on gas' isn't really were the luxury buyer is at. I know for me, if it's more efficient that's very nice but it wont be the deciding factor.
06-23-09, 06:54 AM
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diesel differs from a gasoline engine by the lack of a spark. so much heat and preasure is made in combustion chamber that the fuel ignites with out a spark. that self detonation makes all that twisting power (torque). That is quite a efficient system.
06-23-09, 11:08 AM
#13
diesel is not complex its quite the opposite, its simple efficient and powerful. hybrids on the other hand.....
diesel differs from a gasoline engine by the lack of a spark. so much heat and preasure is made in combustion chamber that the fuel ignites with out a spark. that self detonation makes all that twisting power (torque). That is quite a efficient system.
diesel differs from a gasoline engine by the lack of a spark. so much heat and preasure is made in combustion chamber that the fuel ignites with out a spark. that self detonation makes all that twisting power (torque). That is quite a efficient system.
But a turbo diesel with all the fancy doohickeys needed to comply with emissions is not.
Combine that with VW's less then steller reliability ratings and I'd say reliability and service is an issue.
06-23-09, 11:22 AM
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