Funny you bring this up as I just recently spoke with our fleet manager about this very subject as I am a diesel vehicle advocate. My regret is there is not a demand in the US for light vehicles. What follows is out fleet managers response to request diesel 1-ton trucks for my engineers and technicians.
I appreciate your honesty with me. So, I will tell you the Gods-Honest truth at how we look at them. We know everyone wants them - but the truth is that it actually is an additional $8000 up front each to buy the diesels. (that is 120 trucks x 8k or $960,000 a year extra over what we currently spend. A SMOOTH MILLION BUCKS!) So you would have to drive them a minimum of 220,000 miles each just to make them pay for themselves in fuel savings. That is an extra 4 years of very expensive service and repairs to eat. They would be nice - but they are not worth a Million Bucks!
The sad truth is that the starters, alternators etc... are 4 times the price of those for gas burners and they eat batteries and starters like mad. When the engine blows out of warranty or because of neglect -- it costs $12,000 to replace where a gas burner is $5000. They wear out the front tires twice as fast as gas burners and they get stuck in the mud and sand 3 times as fast due to the doubled front end weight. The oil changes over their life time cost 2 to 3 times as much due to the extra oil, extra filters, fuel filters etc...
Financially - they are a bust to purchase in every category. The only place we, as a company, have a honest operations advantage with them is in the high mountains, in the snow, when they are pulling their snow machines in emergencies. The extra weight on the front end allows them to go further on the icy roads. But, in such a case they are actually pulling snow machines so why don't they just ride the snow machine? hahaha
After reading his reply I questioned him about one of my technicians that pulls a heavy trailer more than 65% of the time. The trailer wieght is around 5000 lbs. He conceeded under that circumstance a diesel would be the right choice, as diesels are known to PULL a load and not wear out.