Bill Howard on the 2011 Diesel Car of the Year

By Paul Riegler on 12 July 2011
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Bill Howard is well-known to many car enthusiasts as the editor of TechnoRide and a columnist for the BMW Car Club of American’s Roundel magazine.   In the July issue of the Roundel, he wrote about The Diesel Driver’s presentation of the 2011 Diesel Car of the Year at the New York International Auto Show from a rather unique vantage point.

Club member Jonathan Spira, who won BMW CCA’s membership contest several years running, started The Diesel Driver when he saw an opening: too many McPriusMoonie.com sites and not many diesel sites.  TDD does a diesel-car-of-the-year award, and the 2011 winner was the BMW 335d, so Spira brought a camera crew to the NYIAS to tape the award presentation.

I watched with a mixture of horror and, oh, fascination – okay, schadenfreude – when he got a couple of sentences into the presentation, and at the next booth over, the Mercedes-Benz introduction ended with a heavily amplified rendition of Janis Joplin’s “Lord, Won’t You Buy Me A Mercedes Benz.” Conspiracy theorists, arise.  Perhaps M-B set the timing to mess up Spira’s taping, since a Benz didn’t win?

The complete video – with musical accompaniment – is below.  Paul Ferraiola, BMW of North America’s product planning and strategy manager, and Joe Wierda, product manager for the 3 Series, accepted the 2011 Diesel Car of the Year Award for the BMW 335d from Jonathan Spira, editor of The Diesel Driver magazine.