In Japan, the novelty effect [of new models] is stronger than anywhere.

There's only one way you can convince the customer and that's to give him the experience of driving a diesel car.

You still have the economic advantage -- but without any additional burden for the environment.

We're optimistic about diesel's prospects here.

We're optimistic about diesels' prospects here.

It's the kind of thing that's easy to see as being a novelty. At the same token, he's really the only guy who's tapped into that kind of market.