Still, the new generation of modern diesels could bury the ghosts of the past.
So far BMW has relied more on diesels than hybrids for improving fuel efficiency.
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General Motors, for example, has focused on fuel cells, Toyota on hybrids, DaimlerChrysler on diesels.
Registrations of petrol-fuelled cars have risen by 12.1% so far in 2013, outselling diesels.
Text-heavy magazine ads from Omnicom ad agency BBDO Detroit will explain how small diesels work.
It plans to position its diesels as a better fuel-saving alternative for drivers with lead feet.
Tougher emissions rules bumped several diesels, like the Jeep Liberty, off the road in recent years.
By late summer, the first of those modern diesels will arrive: the Volkswagen Jetta TDI.
The bus emits much less hydrocarbons, nitrous oxides and particulate matter than diesels, Fletcher said.
In America, diesels account for less than 3% of cars and light trucks on the road.
Only Volkswagen is as prolific, with six diesels of its own available for U.S. buyers.
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Kime now sheepishly says he expects diesels will be the fastest-growing part of his business this year.
That is why diesels have traditionally been used mostly in heavy machines, such as locomotives and lorries.
"This country should be the El Dorado for diesels, " says the man who runs DaimlerChrysler's Chrysler Group.
The Mincarlo was built by Brooke Marine in Lowestoft, fitted with an engine made by AK Diesels.
While diesels provide more power, better fuel economy, and a longer driving range, there are economic trade-offs.
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The report claims that German automakers are also unhappy, because diesels are not included for alternative drivetrain credit.
Later this year, Mercedes, BMW and Audi will bring their own so-called "clean" diesels to the United States.
But Reithofer admits BMW made a mistake by not pushing diesels years earlier, when hybrids started grabbing attention.
Last week in Detroit, all the leading European, Japanese and Korean car companies had clean diesels on display.
At the moment, though, the European Daimler is well ahead in diesels, and Toyota is well ahead in hybrids.
And as more clean diesels enter the U.S. market, consumers are showing an increased interest in those, as well.
There's another advantage to diesels: Their resale value is two to three times that of a traditional gasoline-powered car.
"Forget everything you remember about the diesels of old, " one Internet ad reads.
"We need an action together to sell diesels in the U.S., " says Reithofer.
Ever since, carmakers have been placing their low-emission bets more on plug-in hybrids, clean diesels or pure electric vehicles.
So the diesels that will save you money could get even more plentiful.
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Nine diesels are cost-effective, once all the expenses are tallied, the analysis shows.
FORBES: Do Diesel Cars And Trucks Save You Money? Not Always
Until recently, that prevented diesels from being sold in California, one of the world's most profitable but persnickety car markets.
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