So why no diesel cars over there?
Steve:
Part of the reason is that diesel fuel has not been that much cheaper for us than gasoline. In the recent past, it's even been a bit more expensive. The slight savings in fuel consumption in diesels is worthwhile for fleet operators, but not passenger cars (especially when balanced against percieved negatives such as slow warm-up, low-power, noise and smokey exhaust).
There is also a slightly bad attitude about diesel cars in the North America because of the lingering memory of General Motors diesels built in response to the first OPEC oil embargo. Those engines (mostly in Oldsmobiles and Cadillacs) had a history of service problems. During that same era, VW sold some excellent diesel Golfs (we called them "Rabbits"), but most diesels were considered too expensive (M-B) or too troublesome (GM). Diesel VWs are starting to slowly catch on again in the US, but not like in Europe.
One of the other problems with North American diesels is the actual fuel. Our diesel fuel comes mostly from high-sulfer ("sour") crude oil (I think, from Venezula). European diesel fuel is sourced from low-sulfer ("light and sweet") crude from the Middle-East. It's easier to reduce smoke and emissions with the fuel you use, so conumers find them more acceptable.
I assume the 3-Series BMW you mention is a diesel. The 3-Series is not available in the US with a diesel engine.
Personally, I look forward to more small diesels in North America...I'm a big fan of them.
I also agree with RG about exisiting technology. A few years ago, I had a 3-cylinder Suzuki car that returned over 50 mpg on the highway. It was a good little car. Amazingly, the folks who made fun of that car the most drove gas-guzzlers. I thought "they doth protest too much".