New 2015 Ram 1500 ECODIESEL HFE

Most 1/2 ton trucks are used for grocery getters. Few have significant hauling or towing miles. Initially, that makes the 28-29 mpg highway claim interesting to buyers. However, once you figure out the initial price premium for the ED ($4000), the price of diesel vs gas (currently over $1.00 per gallon, almost always at least 70 cents), the significant increased cost of maintenance (price an oil filter for an ED yet??? + fuel filters), and anyone that can do math can see that the slight increase in fuel mileage will cost them big time. You'll never break even, let alone save $$$. Factor in the hit you're going to take on trade-in because nobody will want one of the ED's when they are discontinued in 5 years and become the ugly step-child of the pickup world (my prediction, could be wrong, but NOBODY knows either way right now), and it just doesn't make economic sense to buy one.

It's not a Fiat/RAM - Ford - Chevy thing, its just simple math.