September 04 2009   Source: Bryan Joslin via The Detroit Bureau

BMW May Permanently Reduce Diesel Prices

The Detroit Bureau is reporting that BMW is considering slashing the current $4000 premium on diesel-powered 3 Series and X5 models to around half that. The reduced premium would be absorbed by the manufacturer, but would potentially be offset by higher sales volume in this market.

"We're trying to convince our colleagues in Germany that if you price diesels right, there's a market for it," said Jim O'Donnell, CEO of BMW North America. "It was an experiment and we think we've been asking too much of a premium."

Read the full article from our friend Mr. Eisenstein at The Detroit Bureau.