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A lot of the reason that diesel cars aren't popular in the US is (as I've said before) the widespread perception that they're dirty, noisy, and stinky; a perception that's reinforced by the fact that the diesel pickup trucks &c that are fairly popular around here ARE dirty, noisy, and stinky.
Now maybe it's possible to build a clean & quiet diesel engine, but US automakers have evidently chosen not to. And as for the European imports: well, if they're not making obvious noise & stink, nobody ever notices that they're diesel.
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