TDi Jettas were the domain of your stereotypical professor where I was in California. Here in Texas though, there is a familiarity with diesels, thanks to the ever-popular diesel pickup. I see plenty of "regular" folk in TDi VWs here, young, old, unabashedly average people with none of the professor air being thrown off.
TDis are incredible fuel-misers though, and I don't doubt that most owners see the (relatively) eye-popping economy of these cars and get a little fire lit under them.
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