It's cost mixed with North American diesel take rates. The costs of adapting an engine to meet emissions standards here is very high, and the projected volumes are usually pretty low. Doesn't make a great business case, unfortunately.
Gonna dispute your hypothsis there, Force - or at least part of it. North American diesel take rates are indeed low - but not when you consider the limited availability of diesels!
Preface: the following is my view as an enthusiast, not as a company rep. I can certainly appreciate your counterpoint - it is indeed a bit of a circular reference, in my humble opinion. The element missing in this discussion so far, however, is price. Diesel is a more expensive technology not only because of the cost to certify it here in North America, but also because of the technologies and components required to do so. Advanced particulate traps, urea injection, etc. - all these add cost. Higher cost influences take rate a great deal, especially in price-sensitive segments (which covers many of the categories we play in).
I'm not the person making these decisions, nor am I privy to the detailed discussions themselves, but I'm sure some very smart people have performed exhaustive calculations on the viability of diesel, especially in light of ever-increasing fleet fuel economy requirements. Without intending to conclude with too broad a statement, I can only say that if Hyundai (a company no one would accuse of lacking ambition) hasn't brought their excellent diesel engines over, I'm sure there's a very good reason.
