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BMW Joins the Effort to Spread the Diesel Gospel
If there’s one company out there whose powertrain reputation is beyond reproach, it’s easily BMW. Some underwhelming 4-cylinders from the 80s and 90s aside, it’s hard to point out any BMW motors that weren’t powerful, engaging, soulful, and indestructible. Except for the indestructible part, those descriptors certainly don’t describe diesel, at least in the minds of North American drivers.
In case you hadn’t heard, the Europeans are firing their first volleys in their attempted diesel revolution in the US. They’ve actually tried for years to sell Americans on diesels, touting their economy and longevity as advantages. But thanks to some really notably awful diesels from the 70s and 80s (and consumers’ long memories), the only takers have been automotive eccentrics. Today though, in the days of rising fuel prices and international instability, there is a significant increase in interest in fuel-saving technologies.

You can’t blame the Europeans for using diesel to spearhead their efficiency strategies. After all, Europe has already embraced diesel as a mainstream fuel (67% of BMWs sold in Western Europe are diesels!), and as such they have made tremendous advances in diesel power, refinement, and cleanliness. And, if anyone can help erase that diesel stigma in America, it’s BMW.

Impressive Specs and Power
BMW’s Advanced Diesel strategy in the US starts with their internationally lauded 3.0L inline-6 diesel with twin turbos, pumping out 268 horsepower and a truly stump-pulling 425 lb-ft of torque. This is while delivering 25% better fuel economy than a comparable gasoline engine. The engine is 50-state legal, thanks to an SCR catalyst and AdBlue urea injection.
To start, this fire-breathing yet eco-friendly diesel will be available in the 3-Series and X5. You can expect to see other diesel variants in the coming years.



High Fuel Economy…But Likely High Cost
Despite these impressive specs, diesel’s got a real uphill battle to contend with. Even without considering diesel’s image in the US, there’s the cost – both in terms of hardware and the fuel itself. In Southern California, diesel’s running about 20¢ higher than gasoline, and these new diesel engines themselves are inherently very costly due to their beefy innards and all that expensive exhaust aftertreatment. BMW (and other diesel hopefuls) certainly won’t be able to play the “save money” card with their diesels; they’ll have to find some other unique way to position these powertrains.
There is a real and growing trend among leading edge affluent consumers to equate green with chic. BMW will need to work hard to market diesel’s benefits to these leading edge consumers – and convince them to pay more for the privilege of being green. If they can pull this off with these opinion-leading consumers, diesel just might have long-term hope in North America.