Volkswagen’s U.S. Diesel Strategy: An Interview with Doug Skorupski – The Diesel Driver – The Joy of Diesel Driving

Doug Skorupski, Alt. Fuels Technical Strategy Mgr

JS:      What are VW’s plans with hybrid and electric vehicle technology? Is there perhaps a philosophical conflict with diesel?

DS:     I don’t think there is a conflict between diesel and hybrid and EVs. Our customers are looking for fuel efficiency, and each technology offers a different advantage. Diesel buyers tend to put a higher number of miles on a car than others, while EVs and hybrids are better suited to a more urban duty cycle. Once we introduce the Jetta hybrid, the Jetta will be the first volume model with a choice of gas, diesel, and hybrid in the US. Our customers are demanding more fuel-efficient vehicles and we are offering them several ways to attain that. We are interested to see what happens there.

JS:      What about the Touareg, which is already available as all three?

DS:     That is a unique situation. The Touareg isn’t what I would call a volume model, but in general TDI buyers have been drivers who drive more miles annually and tow more often, hybrid buyers were generally urban professionals, and the gas model was more price-conscious.

JS:      Is it cost effective for the manufacturer to offer all three versions?

DS:     That is something we discuss regularly here, the complexity of our engine lineups. What we offer is based on customer demand and what federal regulators are demanding, and right now we have to have technologies in place  to satisfy both parties. It is a bit more complicated to offer multiple powertrains, but we have embraced the strategy and, eventually, the customer will tell us what he prefers.

JS:      There is a relatively small group of consumers driving sales of non-gasoline powered models. What is it that convinces these customers to buy a diesel vehicle over a hybrid or EV model?  It seems almost like a religion sometimes.  Would you agree with that?

DS:     I definitely do. Once people experience the diesel engine, and see real world performance outdo what is advertised, they really embrace the technology. When they look at the Monroney sticker on a gasoline car, people recognize that they will be hard pressed to achieve the EPA figures listed, but then they drive a diesel rated at 42 mpg on the highway, but they see 50, they get excited, and then tell their friends. Word of mouth has been a big driver of growth, and this is going to help diesel expand even more.  This is why I love reading what people say in online forums about their cars.

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