Three years ago, amid the void left by Volkswagen's emissions scandal, General Motors declared its intention to be the new U.S. leader in diesels.
"There are a lot of diesel intenders and diesel-loyal people who are looking for a brand and vehicles to go after," Dan Nicholson, GM's vice president for global propulsion systems, said at an industry conference in August 2016. "They tend to be more tech savvy than the average customer. And they won't stop wishing for a diesel. And we'll go after those customers."
GM went after those customers with diesel versions of the Chevrolet Cruze and Equinox and GMC Terrain that hit the market in 2017. And it discovered that, well, there weren't really that many of them after all.
The automaker is killing the diesel Equinox and Terrain after the current model year "due to low demand," a company spokesman said last week. The Cruze diesel already died with that nameplate's demise in March.
When it introduced the diesel Terrain, GM said its segment-leading highway fuel economy of 39 mpg was an invitation to "ghost your gas station."
Instead, it looks like all the money and effort spent bringing the diesel option to a market that didn't want it is going to haunt GM.