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Aside from macho truck enthusiasts the market for diesel light trucks is in farming and construction. These folks are professional buyers who have to carefully count annual operating costs. Well maintained equipment doesn't waste fuel and it is rare these days to see smoking equipment on a job site.
Longer term we will likely see more biodiesel vehicles outside the urban areas. The urban scene will see more CNG fleets with energy recovery systems and light electric vehicles. Can hardly wait for NYS to legalize electric bicycles.
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