Diesel's Reputation
Imagine having an older brother who couldn't keep out of trouble, and as a result other people assumed you were the same way, too. This is the perception the new diesels have to deal with. For better insight into diesel's reputation, ask someone what they first think of when they hear the word "hybrid," then ask them what comes to mind when they hear the word "diesel." Odds are good that you'll get completely opposing replies.
It's no secret that older diesels were dirty, smelly, noisy and slow. And though the new crop of diesels has all but eliminated this, it's been an uphill battle to re-educate consumers. Volkswagen and its "TDI Truth or Dare" campaign are trying to change public perception through a series of viral videos and FAQs on its Web site. Max
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