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William Maley

Land Rover News: As the Diesel Emits: Jaguar Land Rover Sticking With Diesels In the U.S.

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With the ongoing mess that is the Volkswagen Diesel scandal, Jaguar Land Rover isn't changing their strategy of selling diesel vehicles for the U.S. marketplace.

 

“We are convinced of the benefits of diesels from a fuel economy and from an all-wheel drivability perspective, and that hasn’t changed,” said Joe Eberhardt, Jaguar Land Rover U.S. CEO.

 

Eberhardt says it's "too soon to tell" if the diesel market will be weighed down by the mess caused by Volkswagen, but is confident in their diesel engines in meeting EPA requirements. The company is planning on introducing diesel engines to the majority of their lineup by the end of 2017.

 

Land Rover has begun selling the Range Rover and Range Rover Sport with a turbocharged 3.0L diesel V6 in September. Eberhardt said that roughly 16 percent of the total sales of the Range Rover and Sport models in September were equipped with the diesel engine (about 332 models).

 

JLR Spokesman Stuart Schorr tells Automotive News that the diesel V6 has been certified by the EPA, but admits that it is unclear if the EPA will need to recertify the engine.

 

Source: Automotive News (Subscription Required), Autoblog


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If I was a betting man, I would bet the EPA is going to want to re-certify ALL Diesel engines before they hit the market.

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Why should any other manufacturers change their diesel plans? Other manufacturers didn't stop offering gas pedals when Toyota got caught covering up that theirs could get stuck.

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The trick here is to quell any potential PR backlash over diesels in general. It may even require a public service announcement-style ad from a company CEO. But you have to make good and sure that it's only VW that gets tarred with the proverbial brush.

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