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Nissan's Deal With Cummins May Have Implications For RAM

For nearly twenty five years, RAM heavy duty trucks have sported a chrome capital C and black lettered Turbo Diesel logo that signified a Cummins diesel engine under the hood.

Cummins has been the single supplier of diesel engines to RAM pickups since 1989, and the name has become somewhat synonymous with the RAM heavy duty pickups. Cummins diesel engines have a reputation for good fuel economy while towing heavy loads, low maintenance and longevity. They can generate 850 lb-ft of torque and tow an incredible 30,000 pounds, the best in the industry. These engines are often cited as the reason why buyers choose RAM trucks.

Nissan recently announced that a Cummins turbo diesel engine will be in it's 2015 Titan pickup. For the first time, that Cummins logo will be displayed on a non-RAM truck. Nissan says that they fully intend to leverage the Cummins brand, putting RAM in an odd spot with marketing implications. The move may dilute the brand's exclusivity, possibly hurting RAM's sales.

Cummins is working with Nissan on the logo, but it's unknown how much, if at all, it will differ from the one found on RAM trucks. "It's our logo, not a Ram logo. We worked with Ram on the logo and we'll work with Nissan," a Cummins representative said. "Clearly both automakers see value having our logo on the side of their vehicles."

Because the engines and truck sizes are different, it's possible that the two automakers won't step on each other's feet too much. The Cummins engine found in the RAM is a 6.7-litre V6 and it is found only in the heavy duty versions of the RAM truck. The Nissan Titan is not available in a heavy duty edition, and will come with a 5-litre V8 with about 550 lb-ft of torque that will be presented as more powerful and boasting better towing capacity and fuel economy than it's gasoline counterpart.

Nissan isn't saying much about the new Titan, only that they hope to offer the performance and torque of a diesel, without forcing customers into a heavy duty line of trucks. The Titan hasn't had an overhaul since it's introduction in 2003.

By Linda Aylesworth - autoExpert.ca

 

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