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Ford: No Diesel Passenger Cars for North America

According to an Automotive News report, Ford has decided that it cannot make a profit selling diesel cars in the North American market. That means that the only Ford products getting diesels will be light trucks. Ford seems to feel that tricks such as turbos and direct injection along with hybrids will carry the day.

I'm not so convinced that this is a wise move. My philosophy about the auto market is that a full range manufacturer should be just that: full range. Ignoring an emerging market for diesels might seem like a prudent thing right now, but that's the same line that GM gave people about hybrids. GM fessed up, admitted it was a PR mistake and now has some interesting hybrid technology on the way.Yes, it's true that there are ever more technological solutions for enhanced fuel economy of gasoline engines such as homogeneous charge compression ignition. However, ignoring the passenger car diesel market could be something that Ford will later regret. Why not take a niche approach to diesels and produce a limited run, like Chrysler did with the Liberty, of 5,000 models. Yes, yes they may have to sell those vehicles at cost or at a slight loss but the knowledge and publicity gained would be worth it in my book.