Automotive Fleet
MenuMENU
SearchSEARCH

The New Diesel Deal

Will market shifts caused by 2010 emissions regulations produce a move away from diesel powertrains?

Chris Brown
Chris BrownAssociate Publisher
Read Chris's Posts
March 1, 2010
4 min to read


Walking the show floor at the National Truck Equipment Association Work Truck Show in March, there was much talk in the OEM booths on how drivers will be opening that little blue cap on their diesel trucks and filling a tank with diesel exhaust fluid (DEF) made from urea. The urea fill is inherent in one of the technologies (SCR, or selective catalytic reduction) used to meet the 2010 diesel emissions standards. (The other is EGR, or exhaust gas recirculation, which does not require a DEF fill.)

The bottom line for fleets is there is now a premium of at least $6,000 on new emissions controls for diesel trucks, as well as new servicing requirements moving forward. And the new diesel regulations have shifted product offerings in the truck market. 

Ad Loading...

What's New and No Longer

Freightliner Custom Chassis is offering a gas-engine option (GM's 6-Liter V-8) for the first time in its new, redesigned step van. Conversely, parent company Daimler has discontinued its gas engine option on the (now rebadged) Mercedes Sprinter.

Nissan introduced its first commercial production vehicle for North America, Nissan NV. The high-roof van will directly compete with the Sprinter, though no diesel engine is offered.

Ford has built its own Power Stroke diesel engine after severing ties with Navistar. The new Power Stroke is "all that." However, while the Super Duty gets the new diesel, there is no longer a diesel option on E-Series vans.

Remember the talk a couple of years ago regarding a diesel option in half-ton pickups? GM and Ford have shelved that idea for now. Chrysler is talking with Cummins regarding a light-duty diesel engine for Ram, though plans are not definitive.

Ad Loading...

Alt-powered vehicles are finally migrating from test fleets to fleet sales. Roush has engineered a superb propane conversion for Ford's F-150, F-250 and F-350 pickups. Freightliner Custom Chassis is offering an all-electric step van in Q1 2011. Smith Electric will announce three new markets soon for its all-electric cube van. The electric market is growing, though beyond "first adopters," the price point is still prohibitive for many.

New Servicing Requirements

Get used to filling that urea tank. Generally, DEF is consumed at a rate of 2 percent of diesel fuel consumption. Frequency of fill-ups will vary according to the size of your DEF tank, which varies by manufacturer. However, there does not seem to be scientific consensus yet as to how many miles you'll get to the size of your tank.

For instance, Isuzu says DEF in its 7.4-gallon tank will evaporate after 3,000 miles, while Daimler claims the 7.4-gallon tank in the Sprinter will last until 10,000 miles. One manufacturer's rep admitted, "We still just don't know at this point."

By law, new diesel trucks are required to have an escalating warning system to alert the driver when the urea tank is approaching empty. Manufacturers have slightly different coping mechanisms should the driver actually let the tank run dry.

Ad Loading...

Some allow a certain number of vehicle starts before the vehicle won't run at all. Others will run in "limp mode." That means your truck will start, but won't go faster than 4 mph. At that point it's probably easier to have the DEF delivered to you.

With all the built-in warnings, you have to be pretty stupid to let the tank run dry. One imagines the idiot factor will come into play on the consumer side much more than with fleet drivers.

Retail per-gallon costs for DEF can run below $2 in bulk supplies and higher than $4 in small bottles. In Europe, DEF costs the equivalent of $2.50 per gallon. The trade-off is a fuel economy boost of 5 to 10 percent over previous diesel engines.

A Diesel Migration?

Diesel model selection may have protracted slightly when looking at a single OEM's portfolio, but diesel power certainly isn't going to lose much market share on the medium- and heavy-duty work truck front either. Manufacturers continue to invest heavily in diesel technology and keep upping the ante in performance and capabilities.

Ad Loading...

Whether diesel sales migrate slightly to other powertrains is less relevant than the fact that there is now a greater array of powertrains - electric, hybrid, propane, natural gas, gas and diesel - to choose from to do the job.

For fleets, vive le competition, vive le choice.

Originally posted on Work Truck Online

Subscribe to Our Newsletter

More Global Fleet

Cover of a whitepaper titled “The Hidden Costs of Departmentally Assigned Vehicles on Your Fleet” featuring a black fleet vehicle driving on a road at sunset. Subheadline reads: “Discover how your fleet can reduce costs and minimize risk by implementing vehicle sharing.” The document focuses on fleet optimization, vehicle sharing, cost reduction, utilization tracking, and risk management for fleet operations.
SponsoredMay 13, 2026

Why Fleet Managers Are Replacing Departmental Vehicles with Shared Motor Pools

Departmentally assigned vehicles often create hidden costs through underutilization, poor visibility, and increased administrative burden. This white paper explores how shared motor pool strategies help fleets reduce costs, improve accountability, and optimize vehicle utilization.

Read More →
Cover image for the “5th Annual Market Pulse Report” by Element titled “Navigating fleet management in 2026: Data and insights shaping the future of fleet and mobility.” The design features an aerial view of a cable-stayed bridge with vehicles traveling on a highway beside a dense green forest. A teal graphic panel overlays the lower portion of the image, with the Element logo and tagline “Intelligence in motion” at the bottom.
SponsoredMay 6, 2026

Fleet Costs Are Rising: Here’s How Leaders Are Responding

Fleet leaders are under pressure to reduce costs, adapt to economic uncertainty, and make smarter decisions. See how peers across North America are responding with real data, proven strategies, and forward-looking insights. Download the 2026 Market Pulse Report to benchmark your strategy and uncover where you can gain an edge.

Read More →
A world graphic of workers holding hands surrounds a globe with a line of cars on top, representing Global Fleets.
Global Fleetby News/Media ReleaseOctober 30, 2025

Enterprise Fleet Management Surpasses 900,000 Vehicles in U.S. & Canada

Enterprise Mobility connects with mobility solutions around the globe

Read More →
Ad Loading...
SponsoredOctober 14, 2025

Automotive Fleet's Guide to Fleet Electrification

Unlock the secrets to a successful transition to electric fleets with Automotive Fleet's comprehensive Fleet Electrification Guide!

Read More →
Two people pose with a sign symbolizing Viaduct's partnership with SRI.
Global Fleetby Chris BrownSeptember 8, 2025

Sumitomo Rubber Industries to Acquire Viaduct

Viaduct will join Sumitomo as an independent subsidiary. Partnership strengthens global reach and accelerates AI-driven innovation for fleets and manufacturing.

Read More →
A presenter speaks on stage at a conference, addressing an audience seated at round tables, with large screens displaying presentation slides in the background.
Global FleetAugust 11, 2025

AfMA’s 2025 Education & Leadership Summit: 26 Years of Impactful Connection

Held in Sydney, the Australasian Fleet Management Association’s 2025 Summit marked ten years of growth as the event expanded its global reach and doubled down on practical, non-commercial fleet leadership programming.

Read More →
Ad Loading...
Graphic of awards announcement
Global Fleetby StaffJune 6, 2025

Closing Soon! Nominate a 2025 Global Fleet Team of the Year

Submit your nomination for the award that honors outstanding multinational fleet teams. Nominations close Aug. 15.

Read More →
A graphic with cars driving past in the background with motion blur. Text reads "Reducing Preventable Accidents".
Global FleetNovember 26, 2024

Seven Strategies to Reduce Preventable Accidents

“Accidents” suggest inevitability, but most crashes are preventable — caused by driver actions and behaviors. Here’s why shifting the narrative can improve road safety.

Read More →
Four people sitting on stage doing presentation.
Global Fleetby Chris BrownNovember 6, 2024

2024 Global Fleet Conference in Photos

Check out photos from the first two days of the 2024 Global Fleet Conference, which convened for the first time in San Diego Nov. 4-6 as part of the new Fleet Week series of conferences.

Read More →
Ad Loading...
A black and blue graphic with a business portrait of Colin Sutherland, with text detailing his interview with Chris Brown.
Global Fleetby StaffOctober 17, 2024

Inside the 2024 Global Fleet Conference: Insights from Bobit CEO Colin Sutherland

With GFC joining Fleet Forward and Fleet Safety Conferences, attendees can engage in essential discussions on procurement, ESG goals, and safety.

Read More →