"Although the diesel engine lasts two or three times as long as a comparable gasoline engine and is a more fuel-efficient engine than its gasoline counterpart, the higher price of diesel fuel is offsetting any savings in fuel economy or engine durability for many private diesel owners," Ford said. 

 
In addition, what Ford calls the trend-following "yuppie" market is now shying away from buying diesel-powered trucks as a status symbol.

"A few years ago, everybody had to drive a diesel truck," Ford said.  Now, the fuel-conscious consumer is shunning diesel trucks in general.  "Because of that, the diesel resale market is being discounted by at least 20 percent, and current diesel owners are being hurt pretty badly on their resale values.

"On the other hand, the overall benefits of diesel power lie with the commercial user, who generally prefers the longer warranty periods and lower operating costs of diesel engines," he said.

Ford's Automotive and Diesel Performance Inc, which is owned by Ford's wife, Dawn Ford, was founded two years ago in Buena Vista.  Ford credits his wife not only for keeping the shop's bookkeeping in order, but also for running the service desk and scheduling work through the shop. 

Dawn Ford's long career in automotive parts distribution also expedites parts procurement.  "Without Dawn, we'd have a tough time making it around here," Ford said.

Ford, who spent many years as a technician, service writer, and shop manager for several Colorado Springs and Salida-area dealerships, started the business in the former Foreman's Sales and Service shop on U.S. Highway 24 near the center of Buena Vista. 

Using his recent experience as service manager at the Town & Country Ford Chrysler Jeep in neighboring Salida, Ford said he began specializing in performance upgrades on light-truck diesel engines.

The diesel service business rapidly outgrew the Foreman facility, which prompted Ford to acquire a larger, six-bay, 8,000-square-foot facility at 752 U.S. Highway 24 at the north end of Buena Vista, he said. 

Signing on as a NAPA AutoCare Center, Ford said he broadened his service menu to include passenger car and light-truck service.  He said he is also a tire dealer for Goodyear, Cooper, Firestone, B.F. Goodrich, and Michelin.  To support his tire business, he said his shop is equipped with a full range of tire service equipment including a Hofmann Geoliner 650 wheel alignment system.

Currently, the shop is staffed by Mark and Dawn Ford at the service counter and Technicians Curt Nichols, Tim Martin, and Josh Ainsworth in the service bays, Mark Ford said.

Due to the narrowing of the shop's diesel customer base, Ford said he is using the knowledge gained throughout his career as a technician to expand into general auto repair service.

"I can work on anything from a 1965 Mercedes Benz to a new Ford Power Stroke diesel," Ford said.  In addition, he said he maintains several commercial fleets including Qwest and the Colorado Department of Wildlife. 

Ford said he currently has the Qwest fleet on a 10,000-mile preventive-maintenance schedule and the Department of Wildlife on a 5,000-mile schedule.  "The only disadvantage of servicing large fleet accounts is that we might wait 60-90 days for payment," he said.

Ford said he uses the Mitchell 1 OnDemand information and management system to provide service data and track customer service schedules and accounts.  In addition, he said he is an enthusiastic supporter of the Identifix Direct-Hit online information service, which he uses to deal with difficult diagnostic problems.

In the shop, Ford said he uses a Ford Motor Co. PDS and a Snap-on Modis diagnostic system to perform most of his diagnostic work.  Because of his recent dealership experience, he said he sees the need to include the Chrysler and General Motors scan tools in his equipment inventory.

"While many of the diagnostic chores can be done with an aftermarket scan tool, an OE scan tool is needed to do the programming downloads for the various computers and modules found on modern vehicles," he said.

Although his local diesel market might be down, it's not out for the count.  Ford said he continues experimenting with diesel performance modifications, including a recent conversion of a 7.3-l Ford diesel to burn a mixture of diesel fuel and used crankcase oil.

"The engine runs pretty well after it reaches operating temperature," he said.

 
For diesel specialists like himself, Ford said experimenting to cut fuel costs is just another way of dealing with high fuel prices and a rollercoaster consumer economy.