Cummins is basically asking truck owners to update their emissions software to avoid new fines

Convincing a pickup driver to visit their local dealer is hard enough, but convincing diesel owners that they need to update their emissions software they already hate? It’s even harder. Still, it’s a problem for the Environmental Protection Agency forcing Cummins take on The result was an extensive campaign with encouraged owner feedback, paid advertising on various social media platforms, free extended warranties and even a few goodie bags to sweeten the deal.

You can remember massive $2 billion settlement between the EPA and Cummins last year. We covered it extensivelydetailing how the federal government charged the engine manufacturer violated the Clean Air Act. The EPA claims Cummins installed illegal emissions defeat devices on about 630,000 Taran trucks built between the 2013 and 2019 model years, adding that the OEM also failed to disclose the emission control aids on 330,000 other 2020-2023 Ram pickups. As part of the settlement, the EPA required Cummins to update the emissions software on 85 percent of the affected trucks within three years or face even more fines.

Clearly, Cummins doesn’t want that. It is already paying the largest civil penalty ever imposed under the Clean Air Act. That’s why he’s doing everything in his power to drive owners to Ram dealers for what he calls Withdrawal of emissions 67A on 2013-2018 Ram HD trucks with 6.7L engines. (Looks like 2019 Rams with Cummins are already under VB6 emissions recall.)

Cummins says the software update only takes an hour and assures owners that it does not involve any hardware changes. He’s also put together an entire FAQ video with lead transmission engineer Brad Sutton, who explains that it shouldn’t affect the engine’s performance. What’s more, Sutton says fuel economy won’t change much depending on what year your truck is. Drivers who frequently tow or haul large loads on the highway should probably not notice a drop in mpg.

What an update does change, however, the amount diesel exhaust fluid the truck consumes. I’m pretty sure I just heard every stock Cummins driver sigh because the last thing they want to buy is more DEF. Cummins insists this isn’t a significant increase, as the update only changes the fluid dosage under certain conditions. DEF use “can account for less than 1.5 percent of fuel consumption” when driving empty or with light loads, while heavily loaded trucks can use up to 2.5 percent.

This is where the owner’s feedback comes in. Cummins made a video about Tyler Dawson, a heavy equipment operator who uses his Ram 3500 double (with a handle!) every day. He admits he was skeptical about the upgrade, but at the end of the video he pulls a 17,000-pound trailer loaded with hay up a steep hill to show he’s still going strong. It deals with some factual issues and I think it’s as organic as a paid witness can be.

Cummins offers extended warranties on all emissions-related components to owners who receive the upgrade. They are given two options: 10 years/120,000 miles from commissioning or 4 years/48,000 miles from recall. This means that if a million-mile truck needs a DEF injector replacement within four years or 48,000 miles of a software update, Cummins will perform the repair free of charge. And even if the owner paid out-of-pocket for post-recall repairs that they believe should have been covered by the extended warranty, they can file a claim to have Cummins evaluate and possibly cover the costs after the fact.

Without a doubt, the most ridiculous incentive to bring owners to dealers is the promise of those 6.7L Cummins packages “while supplies last.” They have a hat and pen that says “6.7 Forever” and stickers with badass phrases like “Keep Calm and Cummins On” and “Runs on 6.7L and Coffee.” Anyone who needs to upgrade at their dealer can return to the Cummins website to claim the gifts, but only until they run out. This is… really something.

All kidding aside, this is serious business for Cummins. It is not easy to twist the arm of every prickly pickup owner who would not want to deal with emission equipment anyway. and honestly I wouldn’t be surprised while most of the remaining 15 percent of the affected trucks had already had their particulate filters and other equipment removed.

A lot is at stake to make this renovation happen, and soon. I hope this is enough.

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