DETROIT — General Motors' diesel engines, once known to be clunky, loud and unreliable, are now helping draw new pickup buyers to GMC and are on the road to eventually making up one-fifth of light-duty Sierra sales, company officials say.
Hitting a 20 percent take rate for the Sierra's 3.0-liter Duramax turbodiesel, vs.10 percent today, will take some time, said Phil Brook, vice president of marketing for GMC. "We have to get a bit more awareness out there for how good our diesel is," he said. But "we're so confident and excited about this engine. I think it's very doable."
According to a March survey by GMC, more than two-thirds of Sierra diesel buyers were new to diesel engines — though not new to pickups — and more than half were first-time GMC customers.