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While automakers hope diesel-powered vehicles will help them meet fuel-economy standards, Kelley Blue Book finds consumers dislike the technology. Nearly half of new-car shoppers see diesels as “dirty and noisy”; rising numbers think diesel engines get worse mileage than gasoline engines. Americans associate the technology with “the dirty diesels of the past,” not with today’s cleaned-up versions. When asked to pick the alternative power source most likely to go mainstream, just 6 percent chose diesel.
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