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Americans are in LOVE with their vehicles and want more more more. It's all about horsepower, bigger, faster, performance. It's about racing the guy in front of you even though they aren't going to the same place. Until that mindset is changed, I don't think diesels in something besides a large pickup will take off.
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Sadly true and it’s the same in Europe. But regarding power: Take, for example, a small BMW Diesel with 150 HP and large gasoline BMW with, lets say 250 HP.
At a red light make full kick-down of both vehicles when the lights pass to green. You will be astonished that the Diesel will be in front for the first 300 meters. This is due to the great torque values of a Diesel.
That is the reason why so many Europeans own a Diesel. From small engines to over-boosted four-liter TDI engines.
And if people absolutely need a lot of HP they can buy a 400 HP Audi, BMW, Lexus, Mercedes etc. Diesel.
VW build a V10 TDI engine for its Tuareg SUV with 313 HP and incredible 750 Nm / 2000 1/min torque.
If this isn’t enough, Porsche will soon launch a Diesel version of its Cayenne.
I personally, tough, would prefer the Toyota iQ. ;-)