Awake at the Wheel

http://breakingnews.iol.ie/news/story_business_island.asp?j=204565618&p=zx45663z4

Chief executive Sir Terry Leahy described the move as an “extraordinary change” for the retailer. In the Sunday Times, he denied Tesco was responding to external pressure to improve its public image.

Sir Terry said: “My aim has always been to be number one in the eyes of customers, not in anyone else’s eyes. This issue is growing in importance for customers and we have got to respond.”

R320 cdi clean-diesel (from mbusa.com)

Is there really a diesel passenger car market in the USA? Yes there is.
From the Diesel Technology Forum

New data from R.L. Polk & Company shows that annual registration of diesel passenger vehicles in the U.S. has grown 80 percent since 2000, from 301,000 vehicles to nearly 550,000 in 2005. 31 percent of this growth came in the past year alone. Most analysts expect the diesel trend to continue. Researchers at J.D. Power and Associates predict that diesel sales will approximately triple in the next 10 years, accounting for more than 10 percent of U.S. vehicle sales by 2015 ­ up from 3.6 percent in 2005.

The emerging diesel driver demographic is very interesting- as the new passenger models will be leaning heavy on high end European models (BMW, Mercedes, VW) and luxury SUVs (Chrysler). Of course the vast majority of diesels are still business and gov’t fleet vehicles. What is the emerging biodiesel driver profile? Indeed: well educated, well paid, environmentally conscious (and/or patriotic) individuals, and gov’t and business fleets under increasing clean air mandates and shareholder pressures to clean up. These drivers are choosing diesel because of efficiency, lower total cost of ownership, and better environmental profile than gasoline. Using biodiesel dramatically improves these qualities. Our research hints that biodiesel is the main driver for passenger diesel sales (where biodiesel and diesel cars are both widely available).

List of current diesel vehicles via DTF

Back in September of 2005, Propel asked our friend and filmmaker, Riley Morton, to interview biodiesel drivers at Laurelhurst Oil, the first Propel retail location. We talked with the typical wide range of biodiesers- individuals, small business owners, fleet drivers, a construction crew… only a few folks had time to film with us. To see more, visit the Propel site. (and note the old logo- we like our updated “bug” much better!)

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Testing topics.