{"id":2286,"date":"2025-10-15T15:59:28","date_gmt":"2025-10-15T15:59:28","guid":{"rendered":"https:\/\/tcap.blog\/?p=2286"},"modified":"2025-10-15T22:10:20","modified_gmt":"2025-10-15T22:10:20","slug":"cummins-confidential-power-onward-the-podcast-that-isnt","status":"publish","type":"post","link":"https:\/\/tcap.blog\/2025\/10\/15\/cummins-confidential-power-onward-the-podcast-that-isnt\/","title":{"rendered":"Cummins Confidential : Power Onward \u2013 The Podcast That Isn\u2019t"},"content":{"rendered":"\n
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Cummins\u2019 latest video drop that nobody will watch is a \u201cpodcast\u201d. 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?<\/p>\n\n\n\n

No. It\u2019s just Tanya and Kim.<\/p>\n\n\n\n

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 \u201csustainability\u201d and reality?<\/p>\n\n\n\n

\u201cPower to see the beauty within\u201d, they call it. Which sounds moving until you realise what\u2019s within: piston soot, pinkwashing, and the quiet sound of corporate self-soothing.<\/p>\n\n\n\n

This isn\u2019t a podcast. It\u2019s a distraction ritual – a new format for the same stale propaganda, dressed up as dialogue.<\/p>\n\n\n\n

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The Pretence<\/strong><\/h1>\n\n\n\n

They call it Power Onward<\/em>, a \u201cconversation\u201d between Tanya in Johannesburg and Kim somewhere in Cummins PR-land. The theme is energy, empowerment, and empathy. The goal is silence.<\/p>\n\n\n\n

\u201cStorytelling”, \u201ccommunity\u201d, \u201ccreativity\u201d – all the buzzwords are here, chanted like protective spells to ward off criticism. You\u2019d think a company that owes regulators billions might have something fresh to say, but instead we get 20 minutes of corporate mindfulness.<\/p>\n\n\n\n

They talk about \u201cthe beauty of engine components\u201d, \u201cbattery energy storage systems\u201d, and \u201ctrusting your value\u201d. In other words, anything but emissions, exploitation, or the engineers they quietly phased out while posting about inclusion.<\/p>\n\n\n\n

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The Message<\/strong><\/h3>\n\n\n\n

The \u201cpodcast\u201d is meant to humanise the machine. The energy chat is light, the tone soft, the subtext clear – Cummins still wants to talk about \u201cinnovation\u201d without ever mentioning what\u2019s powering it.<\/p>\n\n\n\n

It\u2019s all delivered in the comforting rhythm of corporate therapy. \u201cBelieve in yourself\u201d. \u201cSee the power within\u201d. \u201cShape your future”. Motivational wallpaper for a brand that\u2019s been scraping soot off its reputation since before half its staff were born.<\/p>\n\n\n\n

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The Reality<\/strong><\/h3>\n\n\n\n

The real purpose of this \u201cpodcast\u201d isn\u2019t to inform or inspire. It\u2019s to make Cummins sound like it still has a soul. By swapping written PR for tedious video chatter, they\u2019ve made it harder to quote, harder to confront. They aren\u2019t telling stories; they\u2019re closing search loops.<\/p>\n\n\n\n

And while it’s all smiles about \u201ccommunities\u201d and \u201ccareers\u201d, 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.<\/p>\n\n\n\n

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The Tell<\/strong><\/h2>\n\n\n\n

Scroll the timestamps – twenty minutes of corporate theatre: \u201cTanya shares how engine parts became works of art\u201d, \u201cBattery energy storage systems making a real impact\u201d, \u201cTrust your value and speak up\u201d. None of it says anything, but all of it sounds like something. That\u2019s the trick.<\/p>\n\n\n\n

So no, this isn\u2019t Cummins joining Rogan, Von, or anyone with an actual audience. It\u2019s just Tanya and Kim, podcasting from the bunker, hoping someone somewhere believes it\u2019s all still beautiful inside.<\/p>\n\n\n\n

Lee Thompson \u2013 Founder, The Cummins Accountability Project<\/em><\/strong><\/p>\n\n\n\n

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Source<\/strong><\/h2>\n\n\n\n