Cummins’ latest video drop that nobody will watch is a “podcast”. Is this an internal spokesman on Joe Rogan, finally acknowledging the criticisms? Is this their overdue apology, perhaps through a Jennifer Rumsey appearance on the brilliant Theo Von?
No. It’s just Tanya and Kim.
Two friendly faces in soft lighting, reading from a script about power, purpose, and the beauty within. The beauty within what, exactly? The combustion chamber? The settlement filings? The gap between “sustainability” and reality?
“Power to see the beauty within”, they call it. Which sounds moving until you realise what’s within: piston soot, pinkwashing, and the quiet sound of corporate self-soothing.
This isn’t a podcast. It’s a distraction ritual – a new format for the same stale propaganda, dressed up as dialogue.
The Pretence
They call it Power Onward, a “conversation” between Tanya in Johannesburg and Kim somewhere in Cummins PR-land. The theme is energy, empowerment, and empathy. The goal is silence.
“Storytelling”, “community”, “creativity” – all the buzzwords are here, chanted like protective spells to ward off criticism. You’d think a company that owes regulators billions might have something fresh to say, but instead we get 20 minutes of corporate mindfulness.
They talk about “the beauty of engine components”, “battery energy storage systems”, and “trusting your value”. In other words, anything but emissions, exploitation, or the engineers they quietly phased out while posting about inclusion.
The Message
The “podcast” is meant to humanise the machine. The energy chat is light, the tone soft, the subtext clear – Cummins still wants to talk about “innovation” without ever mentioning what’s powering it.
It’s all delivered in the comforting rhythm of corporate therapy. “Believe in yourself”. “See the power within”. “Shape your future”. Motivational wallpaper for a brand that’s been scraping soot off its reputation since before half its staff were born.
The Reality
The real purpose of this “podcast” isn’t to inform or inspire. It’s to make Cummins sound like it still has a soul. By swapping written PR for tedious video chatter, they’ve made it harder to quote, harder to confront. They aren’t telling stories; they’re closing search loops.
And while it’s all smiles about “communities” and “careers”, Cummins continues to funnel millions into damage control, settlements, and greenwashing tech that still depends on diesel. The engine purrs, the dividend rises, and the PR keeps talking.
The Tell
Scroll the timestamps – twenty minutes of corporate theatre: “Tanya shares how engine parts became works of art”, “Battery energy storage systems making a real impact”, “Trust your value and speak up”. None of it says anything, but all of it sounds like something. That’s the trick.
So no, this isn’t Cummins joining Rogan, Von, or anyone with an actual audience. It’s just Tanya and Kim, podcasting from the bunker, hoping someone somewhere believes it’s all still beautiful inside.
Lee Thompson – Founder, The Cummins Accountability Project