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Discussion Starter #1
http://green.autoblog.com/2010/01/18/volkswagen-of-america-full-speed-ahead-with-diesel/
Since Volkswagen relaunched the Jetta TDI in late 2008 with an updated 50-state legal engine, diesel has been a major sales driver for the German company and CEO Stefan Jacoby expects that trend to continue in the coming years. Speaking at the Automotive News World Congress last week, Jacoby told the audience that VW expects new diesel introductions to account for a hefty 20-30 percent share of each model that comes to market.

The TDI has accounted for between 30 and 40 percent of Jetta sales since it launched and nearly all Jetta Sportwagens are diesels. Similarly, the Touareg TDI accounts for over one-third of the SUV's sales. Over the next few years, a redesigned Jetta and the new Tennessee-built mid-sized car will also have diesel options. If the luxury Phaeton returns, it too will go TDI.

Like Mercedes-Benz, Volkswagen and Audi have been very aggressive in pricing diesel vehicles, with a typical price premium of $2,000 over a similarly-equipped gas-engined model.
One complaint - $2000 isn't that much on a Benz but it's a pretty hefty premium on a Golf.
 

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It doesn't matter what brand the car is, the technology costs what it does. You can hide it in the price of a Benz or spread it across many Golfs but it costs more.
 

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They've got a lot of work ahead of them. Diesel is working uphill and HPFP failures and DMF false neturals (despite having nothing to do with diesel) will really hurt them. Maybe it's just me but if I were owning a car company I'd make sure their relability was the best. That's how Japan carmakers got where they are and if the Japanese don't keep it up, there's nowhere to go but down.
 

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Discussion Starter #4
Well in any case, I think they are right. 20-30% is reasonable but the question is will they be able to do it?
 
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