Ford says offering diesel car in U.S. depends on "market demand"

With the powers that be over at General Motors giving the diesel-powered Chevrolet Cruze the production green light in the U.S., one might think that other automakers would follow suit by offering an oil-burning passenger car in the States. This doesn't appear to be the case, at least not for Ford.

Recently, Dan Kapp, Ford's director of powertrain research, told Ward's Auto that the issue is cost:

I love diesels and want them to be a solution. But it's a tough economic challenge. Turbodiesels typically add 10 to 15 percent to a vehicle's cost and diesel fuel currently runs about $0.20 higher than regular gasoline.

Kapp asks, "Will customers pay more for a diesel? Will they get a payback?" The unpredictable price of diesel fuel complicates the issue, says Kapp. If diesel fuel soars, then plug-in vehicles might be the solution. Kapp admits that Ford could easily offer a diesel car in the U.S., but admits the automaker will only do so "if there's market demand."