GM is developing a marketing campaign promoting diesel in advance of next year’s diesel-powered Chevrolet Cruze launch in the U.S. The all-new Cadillac ATS will also offer a diesel engine. Sharply rising gas prices could result in increased demand for diesels. Current U.S. market penetration includes VW, Audi, Mercedes-Benz and BMW; Jeep, Porsche, and Mazda plan to produce diesel-powered models by 2014.