British opinion on diesel was really positive and I know lots of people that purchased diesel engined vehicles when (to my knowledge) they were unsuitable for the type of driving those people were undertaking.
In Germany, people will not buy a diesel if they are mostly driving short trips. It is common knowledge (here) that the air filters on diesel engines need time (~15 minutes) to properly warm up to be able to burn off the soot in the filter. Therefore, only the traditional fleet cars who are driven by salesmen driving long stretches on the Autobahn tend to buy diesels.
Was this also the same in the US, because many of my friends that own diesels in the UK had never heard of this?