The US passenger car market hates diesels because of the absolutely awful "LF9" diesel engines GM put out in the 1980s. They were plagued with problems and poisoned the market for years afterwards. This is far enough in the past that its influence may be waning; the VW TDI sells strongly and is often exempted from sales promotions as a result.

Currently, another roadblock to selling diesels in the US are the draconian emissions requirements by California.