Well, sort-of the masses.
But the new 3.0 litre V6 turbo-Diesel engine option, the only Diesel available in a light-duty pick-up, isn't offered in all trim levels and body styles, and represents a 'walk' of $4,500 from comparbly-equipped trucks with either the 5.7 Hemi V8 or the 3.6 litre Pentastar V6.
That's a huge drop from the ten-grand-plus you need to spend to get a Diesel in the medium-duty trucks.
The engine comes from VM Motori, an Italian Diesel engine maker that's a joint venture between Fiat, Chrysler's parent, and GM.
You would have to do your own calculations to see if you could save $4,500 worth of fuel in the length of time you expect to own it, but to me, I wonder why anyone would pick anything else.
Then again, I'm a Diesel fan...