There are 4 types of truck buyers:
1. People who want a big car and never use it as a truck
2. People who make a living using their truck
3. People who are strong "hobbyists" and haul a lot of stuff or tow toys around
Reasons for a Diesel in a 1500:
1. Fuel Economy
You are not going to save money driving a diesel, sorry the numbers don't work out.
2. Bragging Rights
I suspect the reason for a lot of RAM Diesel sales
3. Too much money
From a business perspective, this is a great group to go after, but you could just sell them the badge because they would not know the difference.
What most people think will be the biggest buyers, but I doubt this is the biggest group.
So knowing this, why are people going for a 1500 Diesel? Marketing. People think they will save money driving it, but they will not recoup the cost of the option for 10yrs if they are lucky, and that is far beyond what most will keep it for.
Ford is a little better, it will only take a few years to recoup the cost of the EB, but most people only look at the gas savings, not the cost of the option.
GM has some of the best trucks out there, with some of the worst marketing. Marketing should be able to sell a s**t taco to a lady in white gloves...I am not sure GM marketing can sell white gloves to here.