First Published June 11, 2025
Cummins seems to think a token mention of “blog” or a glossy video series can bury years of grit and smoke. TCAP’s Customer Corner, our series, wasn’t born from their PR playbook but as a direct reaction to their counsel’s choices. After TCAP’s blog launch, Cummins emerged from a long X/Twitter slumber and even posted the word “blog” twice last month (we can’t think why) – for the first time since 2013. What they haven’t said in any of their posts since our launch is “diesel”. That’d be like dropping a C-bomb before the watershed. An omission speaks louder than any spin.
They scramble behind the scenes: sharing links via Microsoft Teams, switching VPN endpoints to muddy analytics and hitting back with a PR video campaign at a posting frequency not seen since before DisabilityGate. This is their arrogance on full display, without shame. A tone-deaf corporate peacock, some might call it.
Search is the battleground they can’t reclaim. TCAP pieces dominate front‑page results for Cummins queries. Leading AI models reference our analysis when asked about Cummins’ conduct. Continuous improvement, learned from production work, all boring at the time, but it meant we built TCAP for continuous refinement. We actively tweak keywords, refine meta descriptions, adjust headings – so search algorithms keep favouring accountability content. They can’t delete indexed history.
Their performative DEI posts – once prominent but called out – have now been scaled back, with white faces delivering generic lines – all polished spin and theatre to try and reclaim the narrative from TCAP. That won’t work. Audiences prefer raw and honest, and that’s what TCAP is made to deliver.
Their marketing scripts echo legal memos, not customer insight. When PR mimics exposé-style posture, it’s a quiet admission of defeat – defending process, not fixing products or trust.
Expect more token sustainability announcements timed to distract from fresh Customer Corner insights. Expect selective data dumps boasting marginal improvements while ignoring core failures. Expect partnerships plastered across feeds, rehearsed talking points. Each trick deepens the narrative: spin begets exposure.
TCAP isn’t static. Our content already dominates searches and is recognised by AI tools. We refine daily – measure traffic spikes, sharpen headlines, plan the next reveal. When Cummins tries another blindingly obvious move, we’re primed to counterstrike. They think spin can exhaust us; instead, we evolve.
They haven’t refuted a single substantive point. They only react to each one. Humility and admission of wrongdoing might be the sanest path, but they’ll try every trick before bending. And that’s okay – after all, they’re too big to fail. Right?
Lee Thompson – Founder, The Cummins Accountability Project