Diesel is set for a new appraisal in North America after years of being branded as an industry intensive and pollution heavy automotive system.

That is the view of industry experts such as Ford's Dick Baker, who believes that modern developments in the sector will herald a new consumer response in the traditionally reluctant American market.

"What we call the modern diesel is a lot different from what most consumers know about," explained Mr Baker, a Ford research engineer for diesel programs.

"We think the North American public would really like diesel vehicles if they experienced them," he told CNN.

At present diesel sales are small in the US, accounting for just 31,220 sales last year in comparison to a European market in which 40 per cent of vehicles are diesel.

However, a range of new US diesel launches from Chrysler, Mercedes-Benz and Volkswagen suggests a changing attitude to the technology. Indeed, Ford itself is considering selling a diesel version of its popular Focus compact.

The key factor in determining the success of diesel engines is likely to be its ability to meet stringent anti-smog regulations that will require them to match the emissions performance of gasoline vehicles by 2007.

Industry observers say the introduction of low-sulphur fuel will help this process, with a 2006 deadline now in place for oil firms to reduce diesel sulphur levels to just 15 parts per million.