Industry Challenges
The diesel engine is the most efficient industrial prime mover due to its very high cylinder pressures, but high cylinder pressures also generate a substantial amount of engine friction.
Fuel Efficiency
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Successful reductions in engine friction provides considerable improvements in fuel consumption 
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Annual Fuel Cost vs. HD Engine Cost (e.g. Class 8 truck fuel cost ~ $70K/yr, engine initial cost $35K) 
Emissions
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Federal HD fuel consumption and CO2 emissions regulations continue to increase the push for more advanced engine technologies 
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Direct link between fuel consumption and CO2 emissions