camparing just about any vehicle to the F-series isn't a fair comparison.
21.6% were TDIs? That much revenue is significant for any business. Right or wrong, someone who recently bought one told me VW is sell everything they are able to import.
I recently went to an event where VW was a tltle sponsor and they sent out a survey afterwards and they asked questions about diesels. Sounded to me like they are interested in bringing in even more models. The planned diesel Passat Suburu killer should be a big seller for them.
My perspective may be a little skewed however. Out here in Silicon Valley the Prius is more common than a pickup truck.
Oh, just comparing that Joe Average American consumer buys more F-Series than they do anything else. (sure some of those numbers are fleet vehicles)
At least in the Southwest... I see more street queen 1/2 ton American trucks than anything else...
funny thing most guys who drive them are Mexican...heck I think
Mexicans are more American than Americans....beer of choice is a Bud product...(getting off track...LOL)
...anyway....that is my comparison, why we aren't going to see a diesel Toyota anything...any time real soon, if at all.
As I implied earlier...small diesels are a niche market here in the US, not saying no one wants them, people do...it is just a small number of people.
Myself included, I go back and forth if a small diesel is worth it. Maybe if I could buy a brand new LC70, (extra-cab, since I am already dreaming:ylsmoke

knowing that it would probably be my last vehicle (evar!), heck it might be still going after I am long gone. Perhaps then, I would fork over the cash.
Yes, 21.6% of all the vehicles sold by a company is great. Compared to Ford...VW as a whole is a niche.
I just wonder if all the effort is going to be moot, since there seems to be a crack down on diesel vehicles here...California especially. Are diesels going the way of the cigarette? A member from another forumthat is in the drilling industry was saying they can't get new diesel motors for their rigs because no-one builds a stand alone engine that meets CARB regulations.
If BMW, Mercedes, VW, Audi (and soon to be Ford) can bring small diesels here...why can't Toyota?