The times they are a-changing. In the past few years, despite the continuing success of Ford's F-Series rigs, the US market has seen a dramatic shift away from cumbersome SUVs and big capacity V8s.
In their place, increasing numbers of consumers are opting for more fuel-efficient wheels. With this in mind, Volkswagen has set US sales targets for its new Mk VI Golf range and expects its 2.0 TDI variant to account for 30 percent of Golf sales there.
There is reason for Volkswagen's optimism: the Jetta TDI has paved the way in North American markets - exceeding sales expectations with a 30 percent share of Jetta sales for TDI sedans and almost 50 percent for the wagon.
It is reasonable to expect, VW would argue, a similar sales pattern for the new Golf.
Initially VW had planned on TDI Jettas accounting for a 20 percent slice of Jetta sales. Afterall, diesels are viewed a little askance in the US; it is a far different market to Europe.
But now the precedent is set. With a powerful and efficient turbo diesel on offer at an affordable price, VW America has adjusted its expectations for the Golf TDI.
Surprisingly other turbo diesel offerings from the likes of BMW and Mercedes Benz haven?t enjoyed the same levels of success. Volkswagen?s more attractive pricing for TDI models is a key component of the company?s diesel push.