Cummins Confidential : The Newsroom Maze, The Ram Page, And A Big Diesel Fuck You To The Environment

By TCAP / May 25, 2026

The new Cummins newsroom maze is bad enough as a communications strategy. Add the Ram diesel pickup page and the environment angle becomes impossible to ignore.

Cummins has redesigned its public site into a maze that seems perfectly capable of confusing critics, customers, journalists and possibly its own communications team. Then, buried in the labyrinth, there it is: the Ram pickup page, still openly flogging the Cummins 6.7-litre Turbo Diesel like the emissions scandal was just a bad smell somebody else left in the room.

Cummins has changed its website.

Naturally, TCAP noticed.

Not because TCAP has a sad little hobby. Because Cummins’ public site is where the company tells the world what it wants people to believe about itself. Clean future. Dependability. Expertise. Innovation. Communities. Components. Engines. Press releases. Stories. Podcasts. Product pages. Case studies. Regional pages. Duplicate breadcrumbs. Search filters. Card stacks. View all. Show thousands of results. Good luck finding the thing you came for without needing a packed lunch and a grievance procedure.

Instead, the new newsroom looks like someone turned a corporate filing cabinet upside down, swept the mess into a web template, and called it strategy.

Critics get confused. Customers get lost. Journalists start swearing. Fleet managers probably wonder whether they have landed in a newsroom, a product catalogue, a sales funnel, a regional archive, a technical brochure or a parts-bin séance. Even Cummins’ usual audience, whoever the fuck that now is, must look at the thing and wonder why a company this large has made public information feel like an escape room with compliance branding.

Who is responsible for this horrendous strategy?

Nobody that’ll face accountability, we guess.

The Cummins Newsroom Maze Begins With Confusion

Cummins’ newsroom now welcomes readers with the phrase “Welcome to dependability backed by expertise”.

Lovely.

Then it immediately behaves like dependability died halfway through the sitemap.

The page is stuffed with filters, topics, content types, cards, regions, press releases, articles, podcasts, recent stories, life-at-the-company fluff, Components pitches, Engines content, Company News, Zero-emission Tech and enough menu debris to make a reasonable person start questioning whether the site has been designed or merely leaked.

One section shows a QuikDisc fire-truck brake article. Another pushes reliable drivelines. Elsewhere, Cummins is raising 2030 financial targets. Then comes the X15 efficiency sermon. After that, Clessie in retirement appears because apparently the dead founder still gets wheeled out when the content calendar needs a cuddle. Meanwhile, Arbor Day sits there with its fifty trees and a shovel, because nothing says heavy industrial accountability like reputational garnish with roots.

This is not a newsroom.

It is a corporate junk drawer with a search bar.

That matters because this is the public face of a company that spends a fortune telling people it is serious, disciplined, innovative and values-led. Instead, the website says: we have too many business lines, too many reputational wounds, too many PR themes and nobody brave enough to throw half this shit in the bin.

The latest little content pellet is the 25 May article: “Bringing air disc brakes to heavy fire truck rear axles with QuikDisc™”.

To be clear, fire trucks, brakes, emergency conditions, reliability and heavy vehicles are all fine. Nobody at TCAP is anti-brakes. TCAP bravely supports fire engines stopping before they redecorate a junction with municipal aluminium.

However, the communications trick is familiar.

Cummins already had a QuikDisc press release in April. That release announced the product for FDIC International 2026, talked about the 33,500 lb rear axle rating used by heavy fire apparatus, pushed the patented two-piece hub design, and claimed rotor replacement could drop from three to four hours to under an hour.

That was the advert.

Then the newsroom came back in May with the article version.

Same world. Familiar product universe. Another Components lane. The public-safety wrapping is still there. Once again, Cummins is trying to turn product copy into “insight”.

It is not a straight duplicate. Actually, it is more annoying than that. A duplicate is lazy in plain clothes. This is lazy after a shower, wearing article trousers.

Cummins does this repeatedly now. Press release first. Article later. Product pitch reissued as thought leadership. Sales copy rehydrated and pushed through the content machine until it looks vaguely editorial from a distance.

The brakes may be new.

The trick is not.

A Website Built Like A Defensive Filing System

The funny suspicion, obviously, is that Cummins has made the site harder to navigate because TCAP keeps using the receipts.

That would be absurd.

Very funny. But absurd.

Still, if a multinational wanted to make life harder for one noisy ex-worker with an archive habit, this is the kind of plausible-deniability clusterfuck you might end up with after three internal meetings and a designer told to “improve discovery” by hiding everything behind filters.

The newsroom is worse. Product pages are worse. Navigation has gone sideways. Meanwhile, the structure is not clean and the categories bleed into each other. Everything feels like it was bolted on after the previous thing, then wrapped in a corporate phrase about expertise.

Critics will still find the receipts.

Customers, however, will just get irritated first.

That is the magic of Cummins’ new site: it manages to inconvenience the hostile reader and the normal reader at the same time. Inclusive design, finally. Everyone gets a shit experience.

Then There Is The Ram Page

And then we get to the real act of corporate audacity. And, yes, it certainly rams.

The pickup-truck page.

Cummins has even labyrinthed that. Duplicate breadcrumb clutter. Pickup Truck repeated. Crate Engine. Pickup Truck again. 6.7L Engine for RAM. Cummins – RAM History. Light Commercial Vehicle. Medium-duty Truck. Heavy-duty Truck. Resources. Driver Lamp Identification. Forever Rising Tour. Product Finder. Pagination. Product cards. Case studies.

It is not a page. It is a truck stop noticeboard after a tornado.

However, underneath the maze, the message is brutally simple.

Dependable Engines for Pickup Trucks.

The 2025 Cummins 6.7-litre Turbo Diesel. Ram 2500. Ram 3500 Heavy Duty pickups. Chassis cab trucks. Nearly 70% of Ram 2500 and 3500 Heavy Duty pickup owners choosing Cummins Turbo Diesel. Torque figures. Power figures. CARB and EPA certification. Older turbo diesels. Remanufactured turbo diesels. A product finder full of diesel.

Hydrogen? Not in the body that matters. Accelera? Not in the pitch window. Destination Zero? Somewhere in the site furniture, like a scented candle left in a tyre fire.

The shop window is Ram diesel.

Meanwhile, the clean future is a tab.

Diesel business is the till.

As ever, the money page still smells like combustion.

The Environmental Fuck You Is Not Subtle

This is the bit that takes the piss.

Cummins can talk all it wants about the future, zero-emission technology, hydrogen engines, alternative fuels, ESG, sustainability, cleaner communities and whatever moral wallpaper is currently hanging in the investor deck.

Meanwhile, the Ram pickup page sits there with both hands on the diesel pump.

This is not some obscure historical archive page. It is a current product-facing page cheerfully promoting the Cummins 6.7-litre Turbo Diesel to pickup buyers, with torque figures and Ram pride, in the same corporate universe where Cummins agreed to a massive Clean Air Act settlement involving Ram engines.

The allegations were not about a lawnmower.

They were about Ram 2500 and 3500 pickup truck engines.

Specifically, about 630,000 2013-2019 Ram engines. Then about 330,000 more 2019-2023 engines. A $1.675 billion civil penalty. Wider remedies. Recalls. One of the biggest Clean Air Act penalties in US history.

And here comes the page, still grinning: Dependable Engines for Pickup Trucks.

That is not unfortunate optics.

It is a big diesel fuck you to the environment with a product-card layout.

Ram History, Apparently Without The Bit Everyone Remembers

The page links to Cummins – RAM History.

Of course it does.

Meanwhile, corporate history loves the trophies: torque milestones, awards, loyal buyers, rugged mythology, big trucks pulling something large through clean American scenery, and the handshake between diesel identity and pickup masculinity.

What corporate history tends to dislike is the chapter where federal authorities accused the engine maker of defeat-device conduct across hundreds of thousands of Ram heavy-duty pickups.

Funny omission, that.

Because if Cummins wants to keep selling Ram diesel heritage, the emissions scandal is now part of that heritage whether the page likes it or not. You do not get to keep the shiny bits and quietly bury the regulatory corpse under the floorboards.

The Ram page should come with a stain map.

Instead, it comes with torque.

Hydrogen In The Menu, Diesel In The Window

This is the cleanest read of the whole site.

Hydrogen is in the menu.

Diesel is in the shop window.

That is Cummins in one sentence.

The future is available if you know which dropdown to open. Right now, the present is a 6.7-litre Turbo Diesel pickup engine with 1,075 lb-ft of torque and a product finder. Moral jewellery sits in the navigation. The cash machine sits on the product page.

That is why TCAP keeps laughing at the green claims. Not because every diesel engine vanishes tomorrow by magic. Not because fire trucks, heavy vehicles and working fleets do not exist. Rather, because Cummins wants two reputations at once.

It wants to be the practical diesel heavyweight.

Then it wants to be the clean future hero.

Cummins still wants Ram buyers, torque worship, mining engines, heavy-duty trucking, power generation, backup power, uptime, components and serviceability.

Meanwhile, it also wants applause for Destination Zero.

That is not a strategy.

It is a company trying to wear a hi-vis vest over a clean-future costume it has not fucking earned.

The Underground Mining Engine Wanders Into The Pickup Page

And because the site is apparently held together by corporate string, the pickup page also manages to show a 6.7L Turbo Diesel – Underground Mining product card among the pickup results.

Beautiful.

A pickup page so clean and customer-focused that underground mining wanders into it like a drunk uncle at a wedding.

That little accident says more about the redesign than the corporate language ever could. Cummins wants everything searchable, filterable, marketable and connected, but the result is a page where Ram pickups, chassis cabs, remanufactured diesels and mining products start sharing space like nobody checked the room before publication.

Maybe that is the real Cummins experience.

You arrive for a pickup truck.

Somehow, you leave in a mine.

Critics Confused, Customers Confused, Mission Accomplished

The new site manages to perform a rare trick.

It makes Cummins harder to criticise quickly because the material is scattered, layered and awkward. At the same time, it makes Cummins harder to understand as a customer because the navigation is cluttered, repetitive and weirdly structured.

That is not clever.

It is self-harm with a CMS login.

In practice, a good corporate site should make the public message clearer. This one makes the contradictions louder. The newsroom says dependability. Layout says confusion. The Technology menu says hydrogen. Meanwhile, the pickup page says Ram diesel. ESG says environment. Product cards say torque. Press releases say future. The archives say old machine.

Cummins has not hidden the contradiction.

It has indexed it.

Nobody Will Face Accountability

This is the part TCAP knows by smell now.

Obviously, nobody will own it.

No one will say the newsroom is a mess. Nobody will call the Ram page shameless. The product pages will keep making the clean-future rhetoric look like ornamental bullshit. Meanwhile, the site will keep confusing the people it is meant to inform.

There will be meetings.

Metrics will be waved around.

Internal decks will appear.

Someone will say engagement is up.

Another person will say discovery has improved.

Eventually, someone will claim the new structure better reflects Cummins’ broad portfolio and customer journeys.

And nobody will say the obvious thing:

It looks like shit, it reads like a sales catalogue having a panic attack, and the Ram diesel page is environmental audacity with a breadcrumb trail.

Ultimately, that is Cummins.

Change the interface. Keep the culture.

New maze.

Same engine room.

The Page Says The Quiet Part In Torque

The Ram page is not an accident. It is not a loose end. Nor is it just some sleepy corner of the site nobody has updated.

It is the quiet part in torque figures.

Cummins still wants the diesel buyer. More than that, it still wants the Ram mythology. It wants the pickup identity, the loyalist audience, the torque obsession and the same heavy-duty truck application that became central to one of the ugliest environmental episodes in its recent history.

And it wants to talk like everything is normal.

That is why the page is so useful.

The newsroom is confusing.

By contrast, the product page is not.

Under all the filters, cards, menus, duplicate breadcrumbs and corporate fog, Cummins still tells you what matters.

Diesel.

Ram.

Torque.

Certification.

Product finder.

History.

A clean future in the navigation.

A dirty great pickup engine in the window.

And if anyone at Cummins thinks TCAP is going to stop reading because the site got uglier, bless their little UX spreadsheet.

The maze is annoying.

The receipts still have doors.

And the biggest one still opens onto Ram diesel.

Lee Thompson – Founder, The Cummins Accountability Project

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