I opened the PDF like cracking a beer can on concrete. The glossy pages gleamed under harsh office lights – a slick façade hiding the same old engine smoke. What follows is visceral, unflinching, no holds barred.
Front Cover Poison
The welcome blurb brags “In an uncertain world, rely on Cummins.” Reliance on this feels like trusting a toothless dog with your dinner. They dangle “innovation” yet repurpose diesel tweaks as breakthroughs. Past emissions scandals vanish into fine print. This cover isn’t an invitation – it’s a warning sign.
DEI Theatre Backstage
They parade diversity awards and “inclusive workforce” slogans. Meanwhile, TCAP’s tribunal findings tell a darker tale: disabled staff sidelined, voices hushed. It’s a stage show – bright lights mask the rot backstage. The aroma is sweet PR syrup; the aftertaste is bitterness.
Clean Power Mirage
Sections on Euro‑7 and “fuel-agnostic” fantasies read like cocktail menus – a dash of hydrogen here, a splash of biofuel there, topped with diesel. They admit “lots of life in diesel” with a shrug. It’s like offering diet coke with a bacon sandwich. The Darlington test lab is trotted out as proof of “Destination Zero” – except we never see the receipts. No third‑party audits. No hard numbers. Just techno‑daydreams sold as salvation.
Test Lab Illusion
They boast “first of its type globally” – robotic rigs, hydrogen chambers, blinking consoles. Feels like a sci-fi set built on quicksand. Without clear targets or real-world data, it’s theatre for shareholders. TCAP’s deep dives show zero transparency on actual CO₂ cuts. This lab is PR theatre dressed in lab coat.
Partnerships on a Razor’s Edge
They gush about Komatsu, Siemens, Stadler – “one team” forging a cleaner future. But dig deeper and you smell diesel smoke and dirty deals. Komatsu’s monster rigs still guzzle fuel. Siemens’ partial electrification is half‑measure theatre. They tout data-sharing to optimise uptime – sure, but that uptime powers carbon beasts. These alliances are marriages of convenience, not crusades for change. The magazine glosses over the truth – that sustainability here is often skin‑deep.
Customer Fables vs Hidden Scars
Profiles of Durata or Beneteau read like travel brochures: seamless deployments, happy clients. Yet behind each handshake lie questions: what’s the full lifecycle cost? What about workers pushed aside? TCAP’s “One Man’s Cry for Help” and “The Veteran They Fired” haunt these shiny stories. Community projects get a paragraph; tribunal battles get buried. It’s like praising the garnish while ignoring the rancid meat beneath.
PR Knife Twist
Emailing this pile of shit to customers was meant to steady the ship. Instead, it hands us fresh entrails to dissect. Every slogan becomes a taunt. Every stat a challenge. The more polished their copy, the sharper our scalpel when we slice it open. They think this magazine soothes the pain – it fans the flames.
Surgical Verdict
- Emissions pledges collapse under scrutiny – no real data, no lifecycle truth.
- DEI boasts evaporate when weighed against documented discrimination.
- Partnerships shimmer until you factor in carbon loads and reputational risks.
- Test lab hype puffs up empty promises with no hard deadlines or proof.
- Customer stories distract from systemic failings and unresolved grievances.
This magazine is a gruel on a luxury plate. It dazzles at first glance but leaves a nasty aftertaste. Cummins wraps half‑truths in glossy pages – we unwrap them, expose the rot, and feed it back to the world. Keep the heat on. Keep tearing down the veneer until real change bleeds through.
Lee Thompson – Founder, The Cummins Accountability Project