According to Chevalier, the stores's merchandise is presented in a confusing way in order to force customers to interact with the sales staff. [3][3][clarification needed]
"Dieselwall" in Berlin
In 2007 Diesel sponsored a music contest, Diesel-U-Music.
From January to September 2008, Diesel spent $5.8 million on U.S. advertising, according to TNS Media Intelligence.
In 2009 the head of Diesel's US division, Steve Birkhold, left the company shortly after agreeing a deal to sell cut-priced jeans through Macy's.[6]