Ram’s marketing might be affected by the deal between Cummins and Nissan for 2015 Titan

Article by Anita Panait, on August 22, 2013

Nissan has disclosed that its Titan pickup will be available in a Cummins turbodiesel engine in the 2015 calendar year. Nissan spokesman Dan Bedore remarked that they will "definitely leverage the Cummins brand name." Cummins has been the only diesel engine supplier for Chrysler's Ram pickup since 1989 and has been one of main factors why customers opt to purchase the truck.

This is simply because the Cummins diesel engine has earned a name for towing capability, long life low maintenance and good fuel economy. The Ram powered by a Cummins diesel could provide up to 850 pounds-feet of torque and could tow up to 30,000 pounds, the best in the industry.

Rams powered by the engine have fenders featuring Silver Cummins Turbo Diesel badges, which could also adorn Nissan's Titan pickups once they hit the road.

It remains to be seen whether the two pickup brands -- Nissan and Ram -- sharing the Cummins name could hurt each other sales, since it may dilute the brand's exclusivity.

According to Ram spokesman Nick Cappa, buyers associate the Cummins engine with ability to tow and haul huge loads. He remarked that people buy heavy-duty trucks for their capability.

The Cummins engine that sits in the hood of the Ram is a 6.7-liter inline-six, while the one that will power the Nissan Titan is a 5.0-liter V-8 based on a different design. Chrysler uses the Cummins engine only in heavy-duty versions of the Ram, while the Nissan Titan does not have a heavy-duty version.

The Cummins engine is expected to provide greater towing ability and higher fuel economy than the Titan's gasoline V-8. Ram will offer later this 2013 a V-6 turbodiesel from VM Motori in the light-duty or 1500 versions of the Ram.

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