It's all about the mighty dollar. Trouble is those in charge don't always have the correct answer to get the most for their company. There's also rules and such that companies must follow that we aren't always totally aware of. Some, or most I bet, of which are probably under the table type crap.
In sticking with the chevy lineup in cars and XUV's look at all the different engine's. I know they are trying to maximize efficiency for each one, but good grief does the Malibu and Impala really need different engines?? Only about 100lbs difference in curb weight PLUS what happened to the mileage to the Impala? My 11 year old 3.8 engine gets better mileage than the new 3.5 OR 3.9 and is equal to the 2.4 in the Malibu. Why should I buy a new Impala and loose mileage? My car now has plenty of power and I would argue that where I live is probably one of the tougher areas for cars needing power to deal with all the hills. To me I see a lot of resources and money wasted on R&D for all these engines when they could really only get by with 3 or 4. Convert some of that resource to small diesel engine R&D.
Rambling, I know. I think they would see HUGE $$$$$ profits by putting an INEXPENSIVE small diesel in the XUV's and SUV's that doesn't have bragging rights about being the most powerful, but would get 40+ MPG. I'd love to see it happen, but I doubt it ever will. I'm not going to pay an extra 5k just for an engine, I don't care what sales pitch they give me.