Audi Is Trying To Prove That Americans Love Diesels More Than Electric Cars

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A view during Audi's TDI Clean Diesel Technology dinner in New York.

Due to environmental concerns and increasing government regulation, automakers around the globe are working to create vehicles that achieve greater fuel efficiency and reduce emissions.

Many automakers are relying on hybrid and electric technology to reach those goals, but not Volkswagen: VW and other European companies have put most of their eggs in the diesel basket.

That's likely because of Europe's high comfort level with diesel vehicles. In the U.S., however, the lay of the land is very different.

A problem of perception

U.S. consumers tried diesels in the 1970s and 1980s, but were turned off by their loud engines and overpowering smells. Clean diesel vehicles have begun to change American minds, but they've been relatively slow to catch on. That's presenting growth problems for VW and its compatriots.