No quick switch

New car dealers expect gradual changes

Sheldon Williams, Gleaner Writer

Kent LaCroix, chairman of the new car dealers organisation, the Automobile Dealers Association (ADA), believes the availability of ultra-low sulphur diesel (ULSD), starting tomorrow, will lead to a gradual increase in demand for diesel-operated vehicles. However, he cautioned against assumptions that there will be a deluge of imports to satisfy a suddenly insatiable demand.

Where required, they will be supplied.

"Of course, because the technology is here and the vehicles are there. They are all ready to come, once the manufacturers are told that the low-sulphur diesel is available and in good enough quantity and they approve the samples. Because they still have to get samples to ensure that it is up to their standards before they will allow these vehicles to come," LaCroix said.

He reinforced, "Remember there is not going to be an onslaught of vehicles coming in, but as the weeks and months go on. It's going to take quite a while, because none of these vehicles are sitting down and waiting to come, because none of them have been ordered, so it's going to take about four of five months for these vehicles to come because they have to be manufactured".

LaCroix also explained that the aesthetics of vehicles which use ULSD will be similar to the petrol operated ones already available locally. "They won't look any different. If you think they're going to look different, that's not so. It's just that the fuel that they will be able to use will be better," he said. He also said it is a misconception that diesel vehicles are not as powerful as petrol ones. "Diesel vehicles have a tremendous amount of torque and they are just as quick and just as powerful," La Crox said.

In terms of environmental impact, LaCroix cautioned against quick-fix expectations. "It's going to be better for everybody, because the environment is going to look better and everything is going to look so much cleaner. But it's not going to happen overnight, because you're still going to have vehicles that will use the high-sulphur diesel that are still going to be smoking from here until wherever," he said.

Rigorous Marketing

LaCroix argued that even with the obvious environmental advantages of vehicles which use ULSD, it will take rigorous marketing to convince persons to switch from their accustomed petrol-operated vehicles. "It's a culture that we don't currently have, to buy diesel vehicles. It has to be marketed. Many people still feel that a diesel vehicle is too loud, but the new technology makes the diesel vehicle very, very quiet. So the consumer has got to decide how economical it is for him or her to get a diesel vehicle," Laroix said.

There is also the matter of purchase price. "A vehicle that uses diesel is traditionally more expensive to purchase than a petrol vehicle. The duties on the diesel vehicles are slightly less, so that compensates for the extra cost of the diesel vehicle. So it's going to take time for persons to decide if they want to buy a diesel vehicle," LaCroix added.

Camille Fender, group public relations manager at Silver Star Motors Ltd, told Automotives the company already has diesel-operated vehicles in the Mercedes-Benz and Mitsubishi brands. "Our diesel vehicles are the M-Class, the S-Class and GL-Class and Mitsubishi also has diesel vehicles," Fender said.

When asked if she anticipates a decline in demand for new petrol-operated vehicles, as customers switch to diesel vehicles, Fender was cautious. "It's hard to say, with how unstable the economy has been, but we both know that diesel is more fuel efficient - though it is more expensive. But it could go either way. They may want to invest more knowing they will save in the long run or they may be shy about paying more at the pump," Fender said.

"It's really a matter of preference. It's hard to say but we want to provide people with options," she added.

Among the many new vehicles available with diesel engines in Jamaica are the Toyota Hilux and Isuzu D-Max pickups.