July 26, 2008

Diesels are HIP

“It is hip to drive a diesel in Europe,” says Wolfgang Hoffman, head of product planning for Audi in the U.S. European executives first noticed the high-tech new clean diesel cars shortly after the 1999 introduction of Audi’s A8 3.3 TDI, and even though almost 70 percent of executive-class cars are now diesel-powered, these aren’t the only folks driving diesels today. “One part is the rational decision, the other part is in your stomach, the feeling to have the sheer power just a tip of the foot away. When you are driving a diesel you are driving the latest technology,” says Hoffman, “Not a lot has dramatically changed with the gas engine for the last 100 years. The diesel is more for the technically savvy people.” Performance and the high-tech image of new clean diesel cars are attracting all types of drivers to diesels. “Basically diesels are fun to drive,” Hoffman explains.


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