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When I came to town and saw the price of diesel went above regular gas, that burnt me up.

We inside Diesel are the first consumers of our advertising. We make ad campaigns for our own amusement - that's why they succeed.

The cost of motoring is a massive issue at the moment, there's no question. The price of petrol goes up every time you go to the petrol station.

The real product at Diesel is satisfaction. My satisfaction at Diesel is being a pioneer.

I really haven't been cognitive of gas prices. It wasn't until I filled up my husband's Toyota Prius Hybrid that I had a moment of understanding of how people who drive gas cars feel.

We all know we have a problem, a broad problem. Ninety-eight percent of the fuel that is used by our vehicles, our autos and trucks for personal and commercial purposes, for highway and air travel operates on oil. The world has the same problem.

And almost half of American oil consumption is for motor vehicles.

Diesel pioneered the idea of luxury denim, and we still drive this market. But it encompasses more: the consumers love the brand, the lifestyle, the mentality of Diesel.

Fuel prices are at the center of our lives. They affect our ability to travel, stay warm, and feed ourselves.

We have gasoline at $2 a gallon. If that doesn't drive demand, I don't know what will.