Turns out Willy Workhorse has a twin – and she’s just as loyal, diesel-scented and camera-ready. Meet Faith Workhorse, Cummins’ latest PR miracle: a bright young woman in coveralls, wrench in hand, proving that the company isn’t just choking the planet – they’re doing it inclusively.
The newsroom headline, “Finding My Path: How Cummins Helped Me Turn a Passion into a Career”, reads like a HR fairy tale. Faith wanted to build engines, couldn’t find her place, and then Cummins swooped in – offering not just a job, but a moral alibi. It’s the perfect pitch: look how progressive we are! A girl doing a boy’s job, framed as proof that diesel can be feminist now.
She’s the embodiment of the corporate redemption arc – empowerment via emissions. Every photo, every quote, is polished to reassure investors that Cummins doesn’t just burn fuel, it burns glass ceilings. The engines still belch nitrogen oxides, but at least there’s gender balance behind the smoke.
The rest writes itself: she’s loyal, inspired, and apparently immune to fatigue – the Workhorse bloodline runs deep. Cummins calls it inclusion. TCAP calls it what it is – marketing with a moral sticker.
The next Willy Workhorse edition isn’t written yet, but we’d bet good money that Cummins employs his Black and Mexican cousins too!
Different face. Same fumes.
Lee Thompson – Founder, The Cummins Accountability Project
Source: Finding My Path: How Cummins helped me turn a passion into a career