Look at all the people that buy a SD with a diesel in it just because they have to have a diesel. They never tow anything, never haul anything and chip the truck to put out a lot of black smoke. Those same kind people would love to have an F150 with a diesel. Ford needs to lead on something instead of consistently following all the other companies innovations. I can't show a scientific poll showing people want a diesel F150 just as you can't show one showing people don't want one. Ford has already screwed up royally by not keeping a diesel in the upcoming Fiesta, the mileage will be almost halved with the gas engine they plan on using. When Toyota or GM introduce a diesel in a half ton truck 2-3 years before Ford does they will have the market share and Ford will be trying to catch up yet again.