"Clean Diesel" gains traction at Detroit Auto Show

Revolution and Torque: New diesel technology drives auto industry to "Greener" destinations
a review of the Detroit Auto Show posted by Jeff Pieterick, President, Wisconsin Biodiesel Association

Every January, The North American International Auto Show provides a glimpse into the future of the auto industry. This annual "Detroit Auto Show" has always been the traditional showcase for new technologies and designs that ultimately gave us fins in the 50’s, muscle cars in the 60's, increased safety and quality features in the 70's, mini-vans for soccer moms in the 80's, and high-priced luxury automobiles - foreign and domestic - in the 90's and beyond.

An Associated Press recap of this year’s show was headlined “Overriding Theme of this year’s show? There isn’t one.” But it is the sub-heading to this article – “Variety of Alternative Fuel Vehicles featured, but still plenty of muscle” – that actually tells a far different story. The 2008 Detroit Auto Show in fact shows an automobile industry that is undergoing a fundamental transition from the glitz and glamour of horsepower and testosterone to a refreshing reliance upon science and innovation that responsibly addresses global climate change and our quest for energy independence.

Old habits and tired marketing themes were in attendance this year, to be sure. An opening day Cattle Drive (Dodge) and Toby Keith in cowboy hat (Ford) were called upon to introduce the latest models of high-horsepower (and low-mileage) pick-up trucks. Meanwhile, Chevy introduced the 2009 Corvette ZR1 iteration with a horsepower rating (620hp plus) perhaps more appropriately assigned to a train locomotive. At an estimated $100k per copy, the ZR1 is sure pretty. But will it pull stumps?

Yet, it’s difficult to see these new product introductions as anything but the last vestiges of a generation of auto design more concerned with muscle and sex appeal than with any judicious application of common sense. Indeed, there was a sense that the newly introduced gas-guzzling pickups and SUV’s were as anachronistic as the faux Western cattle drive vignette and other theatric inventions employed to promote them.

In defense of the ZR1, there will always be an excitement in pursuing technology that tests the very limits of just how fast and furious we can propel ourselves from behind the wheel of an automobile. We can expect future auto shows to continue a storyline that includes ever faster and more powerful concept cars and high-end production models that test the extremes in performance technology.

But there was a decided lack of enthusiasm expressed in the press in response to the roll-out of the more pedestrian “high performance” and luxury offerings directed to the general consumer market. Instead, the talk of the town in Detroit was consistently focused upon Alternative Fuel Vehicles (AFV) and “green” technologies that will move us toward a more sustainable future in meeting our transportation requirements.

Clean diesel engines were featured as the most practical AFV technology available for immediate delivery to the consumer. Mercedes, BMW, and Honda were only some of the automakers to announce high mpg diesel offerings destined for the US market. In addition, Chrysler (Jeep) and Mercedes each showed a diesel/electric hybrid in concept.

Meanwhile, Audi put a new spin on the high-horsepower super sport competition with its introduction of the R8 V12 TDi (diesel) concept. This creative nod to the “high performance” expectations that historically attend Detroit Auto Show roll-outs included a promotion of the “clean diesel” technology, along with the estimated 34mpg efficiency it provides even in this extreme application.

It is therefore remarkable that the common muscular theme from past auto show discussions and press releases was augmented this year with an accompanying theme of improved fuel mileage and reduced emissions. There is a genuine “Green Revolution” occurring within the auto industry, and nowhere was this more apparent than in Detroit at the Auto Show.

The automakers at the Detroit Show are providing the engine that will drive this Green Revolution, and it’s a diesel. Look to the biodiesel industry to provide additional torque by providing the renewable biofuel that will help us gain traction on the technological advancements needed to ensure a more sustainable future for us all.