The diesel class of 2018 is small but efficient

September 26, 2017 01:00 AM

Reporter covering technology, engineering and Jaguar Land Rover for Automotive News

JLR has added the company's 2.0-liter Ingenium turbo four-cylinder diesel engine to the just-launched Range Rover Velar

Richard Truett is a technology and engineering reporter for Automotive News.

In the EPA's 2018 preliminary fuel economy guide, Page 18, the listing of the model year's light-duty diesel-powered vehicles, is a pretty barren place.

The EPA has certified just 11 nameplates from five brands for the 2018 model year. It's possible Jeep and Ram could be added later once the VM Motori-built 3.0-liter V-6 engine in the Grand Cherokee and Ram 1500 clear certification hurdles.

For the second consecutive year, Jaguar Land Rover has more diesel offerings than any other European automaker in North America and is second only to General Motors. JLR has added the company's 2.0-liter Ingenium turbo four-cylinder diesel engine to the just-launched Range Rover Velar, bringing the company's total diesel offerings to four -- the Velar and three Jaguars: the XE, XF and F-Pace.

The rest of the 2018 class of diesels is made up of three Chevrolets: the Cruze, Colorado and Equinox; two GMCs: the Canyon and Terrain; and two BMWs: the 328d and X5 xDrive 35d.

Despite the fact that the diesel-powered versions of these vehicles clobber their gasoline-engined siblings in fuel economy and driving range -- and that diesel fuel is now close in price to gasoline -- chances are good consumers won't see automakers do much to promote their diesels.

Chevrolet, which is just now shipping the Equinox diesel to dealers, eventually plans a few magazine inserts and possibly some social media promotion but likely no specific TV ads, a Chevy spokesperson told me. Ads for the Cruze and Colorado diesels have been sparse.

Why would companies invest millions of dollars to create more fuel-efficient versions of some of their top-selling models and skip the chance to tout them? One word: Volkswagen. The diesel scandal appears to have given the fuel-saving engine a permanent black eye.

Ed Garsten

Joe Eberhardt, JLR's North American CEO, acknowledged that marketing a diesel-powered vehicle these days is tough.

During a visit to Automotive News last week, Joe Eberhardt, JLR's North American CEO, acknowledged that marketing a diesel-powered vehicle these days is tough.

"Right now, with all the negativity around diesel, if we pushed it really hard, I am not sure it would convert someone who has a negative connotation of diesel just by saying, 'It's not as bad as you think,'" he said.

So far, Jaguar Land Rover's diesels have maintained a clean record in the U.S. and Europe.

Eberhardt said JLR's sales of diesel models in North America -- which started last year and are the first diesels for either brand -- have been growing and, most importantly, that the engine will remain in JLR's lineup.

"We are getting to the take rates that we were looking for, about 15 percent on SUVs and around 9 to 10 percent on the sedans. Customers who chose the diesel actually love them for all the benefits in terms of range, fuel economy and torque. So, we have no plans on abandoning diesels," Eberhardt said.

Before the diesel era for light-duty vehicles ends in the early 2020s, we'll likely see at least a few more nameplates get the fuel-saving engine. Ford has announced it is adding an optional six-cylinder diesel engine to the F-150. And it is also possible the upcoming Bronco SUV could get a diesel.

With automakers reluctant to promote diesels, the engine will likely remain a niche player that is sought out by fans of the technology.

"I think we will take the natural demand that comes through word-of-mouth," said Eberhardt. "That is still the most potent sales tool when someone has one and likes it and tells their friends."