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Will Nissan's Cummins deal upset Ram's marketing mojo? [w/poll]

Ram has used Cummins engines in its heavy duty trucks since 1989, and it is the only pickup truck brand to use products from the Indiana-based engine maker. With the announcement that the next Nissan Titan will also use a Cummins powerplant, and a Nissan spokesman having already said "We will definitely leverage the Cummins brand name," a piece in Automotive News wonders whether the deal will affect the way Ram markets its tie-up with Cummins.
The question really is, how intense is this competition? While it is the first time that trucks from two different brands have used Cummins engines, they'll be two different engines in two different kinds of trucks; Nissan is going to put a 5.0-liter turbodiesel in a non-heavy-duty Titan, Ram only uses its 6.7-liter, inline six-cylinder turbodiesel in heavy-duty offerings. The diesel that Ram will offer in its light-duty, half-ton 1500 is a 3.0-liter V6 EcoDiesel with 240 horsepower and 420 pound-feet of torque - compared to about 300 hp and 550 lb-ft expected from the Titan's Cummins - and its marketing so far has focused on the fuel economy gains.
If Nissan was going to prove its commitment to the segment, it had to do something compelling. If we're talking about sales competition between Ram and Nissan, Ram has sold 201,633 trucks as of July this year, up 24.2 percent, 31,314 of those sales coming last month; Nissan has sold 10,020 Titans through the end of July, down 21.1 percent, and just 1,168 in July itself. Nissan's new truck boss - who hopped there from Ram - said that buyers have asked for a powerful turbodiesel in something other than a heavy duty pickup, and from what we've read on various comment boards, the pickup truck crowd is excited about Nissan's move.

Chrysler 3.0L EcoDiesel V6: Autoblog Technology of the Year finalist

Offering a diesel engine in an American pickup is anything but new - Ford, General Motors and Chrysler all offer excellent and almost impossibly powerful oil-burning engines in their various fullsize trucks. What is new and novel about the 3.0L EcoDiesel, though, is its size, and the variety of vehicles that use it. It's the smallest engine, as far as displacement is concerned, currently offered in a large truck in the US, and, for 2014 and 2015, it is available in the Ram 1500 and the Jeep Grand Cherokee.
Though it may be small, it's got muscle. While 240 horsepower isn't particularly impressive these days, the engine's 420 pound-feet of torque more than makes up for that. The torque rating is even greater force than even the big 5.7-liter Hemi can muster. Chrysler's well-regarded eight-speed automatic transmission makes the most of all that bull-headed pulling power in both the Ram and Grand Cherokee. Chrysler claims the Ram EcoDiesel 1500 can tow as much as 9,200 pounds when properly equipped, which makes it "90-percent of the Hemi with a night and day difference in fuel economy."
Make no mistake; it's that promise of a sizable fuel economy improvement that many long-haul truckers will be most interested in. In the Ram 1500 that we tested for our Tech of the Year competition, the diesel engine costs $2,850 more than the gas-fed V8, and Ram estimates that EcoDiesel buyers will pay off their investment when compared to the Hemi engine in less than three years, which is considerably less time than the 4.5 or so years the average buyer will keep his or her fullsize pickup. The more you drive, the more you'll save, and the math proves equally as effective in the Jeep Grand Cherokee.

Here's how Detroit is selling more luxury vehicles than Germany and Japan

Now there's an attention-grabbing headline, eh? Although the answer to the riddle - pickup trucks and SUVs - might be somehow deflating, the numbers involved deserve a going over. According to TrueCar's figures (click on the table to enlarge), six of the year's ten best-selling vehicles in the US that sell for a transaction price above $50,000 are body-on-frame, and the Mercedes-Benz E-Class is the only foreigner to crack the top five. Every enthusiast knows that pickup trucks are 'Murica's most popular vehicle by a colossal margin, and there have been plenty of reports about the popularity of luxuriously appointed trucks and SUVs, but compare these figures from TrueCar: 70 percent of Chevrolet Tahoe sales have a transaction price above $50K, and The Bowtie is expected to make $3.9 billion in revenue on 66,945 predicted high-dollar sales; 95.1 percent of E-Class sales break $50K, so the German company will make $4.0 billion on 67,006 predicted sales in that pricing sphere. It's about the only time you'll see the Tahoe ranked right next to Mercedes' bread-and-butter sedan. Ram is ahead of those two with $4.2B coming from $50K-plus sales. The Ford F-Series does almost as much revenue as the next three combined, with an expected $10.8 billion coming from sales of trucks over $50K - more than a quarter of the model's total sales, when a base F-150 can be had for about $26,000. Yes, the Germans make a lot more money on fewer sales, but considering the comparison, the bottom line isn't too troubled by such facts. Weighing like-for-like, the full-size Ford walks it in every category; elsewhere, the Chevrolet Silverado outsells the Ram, but the Ram outsells the Chevy by 6.7 percent above $50K. And for all the flak GMC takes over swapping out grilles, the Sierra also outsells the Chevy in the well-appointed segment, 16.1 percent of sales versus 11 percent – the Professional Grade brand is a huge profit center for The General. You'll find more info in the TrueCar press release below. TrueCar finds pickup trucks far outsell premium brands among top 10 vehicles over $50,000 Ford F-Series pickup sales over $50,000 surpass combined BMW 3, 5, 7 Series luxury car sales SANTA MONICA, Calif. (December 10, 2014) - TrueCar, Inc., the negotiation-free car buying and selling platform, finds mainstream pickup trucks and sport-utility vehicles dominate U.S.