Audi Diesel Downright Presidential
Eric Mayne

It still is a few years away, but prepare to see that smug sneer wiped cleanly off the faces of North American diesel detractors.

You know the type. They dredge up decades-old memories of clattery Cadillacs and can't even say diesel without barefaced contempt — the way rabid Republicans spit out the word liberal.

But Audi AG is grooming a candidate to win the hearts and minds of consumers. Indeed, the rollout of the '07 Audi Q7 has all the hallmarks of a clever presidential campaign.

First, Audi ingratiates itself with prospective voters by introducing a gasoline-powered Q7 for the U.S. Meanwhile, it stokes the fires of speculation by offering a glimpse of the future — test drives in a diesel-powered European model.

The European Q7, currently in production, is available with a 233-hp 3.0L DOHC V-6 TDI (Turbo Direct Injection) that generates nearly 370 lb.-ft. (500 Nm) of torque — 14% more than the optional gasoline-powered 4.2L FSI V-8 available here.

The powerful diesel shines on-road and off. Noise, vibration and harshness levels seem noticeably less than the V-8's.

And there is the promise of greater fuel economy. The 3.0L diesel portends a combined fuel economy rating of 25 mpg (9.3 L/100 km), compared with 20 mpg (11.8 L/100 km) for the V-8.

At current fuel prices, $10 worth of diesel fuel will carry the Q7 15.5 miles (25 km) farther than the equivalent amount of gasoline.

The next step in a successful campaign: invoke false modesty. Because America loves an underdog.

“Audi is too small to convince the complete market,” Wolfgang Hatz, Audi's executive director-powertrain development, tells Ward's.

This from the company that unveiled a diesel-powered endurance race car in January. Less than two months later, the 650-hp R10 TDI scored a debut victory at the 12 Hours of Sebring American Le Mans Series race.

And if you can wrap your candidate in a legend, all the better.

Apparently sports photographers are complaining the R10 is so quiet, they can't hear it coming, which disrupts their timing. Urban myth or not, Audi folks are glad to hear it — and spread it.

Audi hopes to launch a diesel-powered Q7 in the U.S. by 2008, an election year. Hmmm. Another conspiracy theory is born.