I am not sure about the price difference, that seems a little high to me, I thought it was more like $3000-$4000. But in any case people who buy hybrids are buying them because of the illusion of saving the environment something the diesel will never get. The majority of the people who buy diesels for pickups are buying because they make more sense for the type of use they need them for. They are willing to pay more to get the added longevity(at least in the 7.3 ha ha) and a bit better mileage over that course of miles. I am definitely all for a diesel focus in the US. I have put a few of miles on the Focus C-Max and it pulled really strong, had way more room than my present car and averaged 50mpg(mostly highway). I just dont think it is worth the initial cost for Ford to introduce something that is a low-volume low-profit car. That is not what we need right now. Maybe they could sell alot if they could package it as a high performance option with the high output diesel from Europe and great mileage. Similar to what VW did with their SUV.