Diesel Technology Forum Differs on Kelley Blue Book Study Results

TACH AUTO CENTRAL - January 31, 2008: Earlier this week, TheAutoChannel.com published a story regarding a recent Kelley Blue Book consumer survey⁽¹⁾ that indicates car-buyers think diesel (and diesel-powered vehicles) an unlikely alternative to gasoline and gas-electric hybrid technology.

Michael Coates, West Coast Representative for the Diesel Technology Forum, believes the Kelley study paints an inaccurate picture of consumer interest in diesel. He states, "Needless to say, we in the diesel industry are more than a little skeptical of its conclusions. Like the political polls that are part of this season, this is merely a snapshot in time, of a particular audience. On one hand, it's not too surprising since there are so few diesels on the market right now. (But) We think the same survey a year from now would have more tangible results.”

Mr. Coates then added, “As to the survey itself, I am curious about how the most popular hybrid on the market (with 70% market share) is fourth on the consumers' shopping list. That just doesn't seem to reflect the current market reality. For reference, we did a survey⁽²⁾ using a third party research company in California (where new diesels haven't been sold in 10 years) and offered some information in additional to merely asking opinions. We found quite different results.”

In the quoted DTF study, 54 percent of respondents ultimately said they would choose a clean diesel vehicle over a hybrid electric vehicle (38 percent).

Links to the Kelley and DTF stories can be found below.

EDITOR’S NOTE: Both Michael Coates and Jack Nerad (Kelley’s executive quoted in their story) are both well known, highly respected auto industry members.

1 Kelley story.
2 DTF story.