I'm not really sure why automakers aren't pushing diesel engines more. Hybrids are very clean and somewhat efficient, but with the low sulfur diesel, and common rail high pressure injection working as well as it does, I can see no reason to not keep pushing forward with development.
FWIW my 2004 GMC 2500HD gets 23 mpg NOT towing anything and keeping the speed right around 65. I think that's fairly respectable for a truck that size.
Also, my 1987 Mercedes-Benz 300D TurboDiesel gets 35 mpg; again that's on the highway keeping the speed reasonable. What's truly amazing to me, is that's 35 mph with 230,000 miles, mechanical injection, and 20 year old technology.
With VW TDI engines getting real world 48 mpg, They definetly compete with hybrids, especially in colder climates. I believe that the Roadtrip's have one, I'm sure he can attest to this.
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Charter member KWOSG