Top U.S. Subaru Exec: diesel "does not pay" here

[Brooks]

From a story posted April 1 on Wardsauto.com

http://wardsauto.com/ar/subaru_positive_press_100401/

Japanese parent Fuji Heavy Industries Ltd. recently released its first Subaru horizontally opposed diesel engine in Europe. [Tom Doll, executive vice president and chief operating officer of Subaru of America] says the engine is driving sales gains on the continent, but does not express confidence it will arrive stateside anytime soon.

“The emissions requirements in the U.S. are significant,” he says. “And given the price of diesel fuel, where it is right now, it really does not pay to bring the vehicle into the U.S.”

A gallon of diesel fuel in the U.S. currently is averaging $2.95, according to the American Automobile Assn., whereas regular gasoline costs $2.80.

“We’re trying to see what happens,” Doll says. “As the market sorts itself out, we’ll get ready, and then look at bringing the car (here).”

Maybe they need to keep closer tab on the narrowing difference between diesel and gasoline.

[DNTsubaru]

I guess they think the average buyer can't do math. Yes Diesel is 10 cents more a gallon but you go almost twice as far on it. I think most people that buy Subaru's are smarter than your typical car buyer, otherwise we would not be buying cars that cost more.
We are able to see the value in a well built car.

No Subaru you will not be able to sell a diesel to people who plan there retirement by buying lottery tickets but You will be able to capture the market for people that want the best fuel economy in a well built car. If you build it they will come.

[Andy]

Well, Mahindra (http://mahindratruckforum.com/forums/) is planning on bringing their small diesel pickup to the states soon. If they do that, maybe it will encourage other brands to convert/bring their diesel's as well.

[n5jjr]

Reliability - long life - and just the way they drive are important diesel characteristics to me.

[benson]

Reliability - long life - and just the way they drive are important diesel characteristics to me.

agree plus fuel economy makes life more easier so that you can avoid expenses on fuel alone.

[tdilover]

Why is it that car manufactures are always trying to tell consumers what they want instead of trying to provide cars that the consumers are asking for? i.e. cars with a boxer diesel engine.

[anderson]

one common reason is that they consider their expenses and the cost they have spent.

[adk]

Just rec'd this after emailing Subaru's communication director

"Thank you for taking the time to contact Subaru and for your interest in Subaru products, namely a Subaru diesel model.

Subaru has not yet announced when diesel-powered models would be available in the US. Early in 2008, Fuji Heavy Industries (FHI), our parent company introduced the world's first turbo diesel boxer engine for sale in European markets in the Legacy and Outback model lines. We then introduced diesel-powered Impreza and Forester models in Europe. Mr. Mori, FHI Chairman, had indicated that we are investigating the possibility of bringing U.S. diesel models States-side in the future.
We do appreciate you bringing to our attention your interest in a new Subaru diesel model. Your message has been documented in our Customer/Dealer Services database. This will allow for your feedback to be properly reviewed, tracked and considered by our Product Management Department. Subaru is always striving to improve upon its products and appreciates when our customers bring their interests, concerns and recommendations to our attention.

Thank you again for your interest in Subaru products. If we can be of any future assistance, please let us know.

Sincerely,

John J. Mergen
Subaru of America, Inc.
Customer/Dealer Services Department
1-800-SUBARU3 (1-800-782-2783)

[anderson]

"Your message has been documented in our Customer/Dealer Services database. This will allow for your feedback to be properly reviewed, tracked and considered by our Product Management Department. Subaru is always striving to improve upon its products and appreciates when our customers bring their interests, concerns and recommendations to our attention."

they just file it there and forget about it its like they put the paper in the shredder machine. But who knows that more feedback's they receive for sure they will think twice and this can caught their attention.

[adk]

Agreed.
Here are contact info for folks to let Subaru know that there is demand for turbo diesels here in the States.

Michael McHale
Director, Corporate Communications
Subaru of America, Inc.
mmchale@subaru.com

Heather Ward
Manager, Corporate Communications
Subaru of America, Inc.
hward@subaru.com

[anderson]

that fact that we really or others demand for turbo diesel and all those feedbacks from different buyers are filling up. All they do is come up late or probably this year they should not do that. So that other's won't be dissapointed on the things they will be doing.

[ford]

agree on this side. Who wants to cost a lot and spend a lot on price hiking gasoline now a days probably none.