Used to be for many light to medium duty applications, the diesel was the way to go. Not anymore.
Costs you $6,000.00 to $9,000.00 more right out of the gate.
Very expensive fuel filters, air filters, oil filters, turbos, fuel injectors etc. that WILL need to be replaced.
Some of them are boat anchors. (6.0 Ford)
Some get worse mileage than a gas counterpart. (6.4 Ford)
The computer controlled diesel is now "finicky" where it once could take missed maintenance or even some abuse. Do that with a new one and you're gonna' lose it to a shop for a minimum of a week.
Urea injection to maintain.
The fuel costs more.
On and on. The government just absolutely killed the light/medium diesel advantage. They'll talk about it after the damage is done in a year or two. One of my customers that is a Master Ford Mechanic, has his own garage business & works on anything. He owns a 7.3 & some gas trucks and says "I would recommend that anyone needing a 3/4 to 1 ton work vehicle go with gas. They have adequate power, last almost as long with maintenance, have alot less maintenance, and give decent mileage in comparison. Basically, you get the same job done for alot less money..."
Don't get me started on this Hybrid B.S. or the Chevrolet Volt. They should just go ahead and drive it into the ocean at the projected price.
Price in correlation with quality will always dictate the U.S. trends and sales.