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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.

More details on the Hellcat-powered Ram Rebel TRX

We got our last big scoop on the coming Ram Rebel TRX last summer, when Jordan Denhoed caught a pack of prototypes testing in Michigan's Silver Lake Sand Dunes. We'd heard then that as opposed to the TRX concept, the production truck would unlock the full 707 horsepower from its 6.2-liter Hellcat V8, and use a traditional shift lever to work the gears of a 10-speed automatic. Now Mopar Insiders and Allpar have another batch of details that both sides said were gleaned from insiders with knowledge of the product. The looks, which will hew closely to the concept, have apparently already been teased. The Dodge and Ram corners of FCA like to foreshadow future offerings in their press photos and flyers, Ram doing so again on a graphic that advertised the FCA 2020 Drive for Design contest, pictured. We're told to expect the same twin-vented hood and flared arches front and back, as well as a new take on the current Ram Rebel grille that frames headlights from the Laramie Black trim. The side-exit exhaust would be cool, but we doubt it makes production. That extra width necessitates amber marker lights. The Ford F-150 Raptor, which uses the same lights for the same reason, places its markers along the top edge of the grille just below the grille surround. Mopar Insiders says the Rebel TRX's amber markers will lurk inside the large hood scoop. The Hellcat will get plenty of air from additional vents astride the headlights, and vent its heat through extractor vents just ahead of the windshield and ahead of the front doors. In lieu of any Hellcat badging save for on the supercharger, script on the hood in the same font as the Rebel TRX concept will read, "6.2L Supercharged." In back, yet more vents mimic those in the front fascia, this time placed next to the taillights. There will be an LED CHMSL, and larger diameter exhaust tips poking out of the bumper. Inside, Allpar says Ram plans to follow the Dodge SRT template by loading up the interior; the question is whether there will be a base model, or if it's only SRT plus options. The luxury angle means the 12-inch Uconnect infotainment system will be standard, with off-road-specific screens among the Performance Pages. Allpar confirms the conventional shifter, and Mopar Insiders says the lever will be joined by aluminum shift paddles borrowed from the Alfa Romeo Stelvio Quadrifoglio. The paddles will be longer than those in the Italian crossover, and mounted on the steering wheel.

Deep discounts — $12K, $13K, $16K — are fueling a pickup price war

Heavy discounts of up to $16,000 per vehicle are fueling a "truck war" among full-size pickups sold in the United States by the Detroit Three, a Reuters analysis shows. Strong U.S. sales this year of the highly profitable big trucks have helped offset lagging passenger car sales. But it is not clear how much of the truck demand is linked directly to ample factory incentives and dealer discounts, or how far sales might decline without those subsidies. A Reuters survey of Ford, General Motors Co's Chevrolet and Fiat Chrysler Automobiles's Ram truck dealers across the United States indicates stores are offering deep discounts the country's bestselling full-size pickup trucks. "The walls are not crashing down on full-size trucks," said Sam Fiorani, vice president of global vehicle forecasting at AutoForecast Solutions in Chester Springs, Pennsylvania. Detroit-based automakers want to keep cranking out their high-margin trucks, he added, and "giving up a little of the profit is the cheapest way to do it." Stores are offering discounts of up to $12,000 on the 2018 Ford F-150, which remains the best-selling vehicle in the country, recording more than 80,000 sales in May. Discounts run up to $13,000 on the 2018 Chevrolet Silverado and as high as $16,000 on the Ram 1500. Average transaction prices for full-size pick-ups range from around $42,000 to $45,000, industry analysts and automakers say. All three companies are spending furiously - GM and Fiat Chrysler to help sell off carryover 2018 trucks to prepare for redesigned 2019 models, and Ford to sustain its long-held sales crown. A supplier fire that temporarily shut down production of the F-150 last month "changed the game," said Jeff Schuster, senior vice president of forecasting at LMC Automotive in Troy, Michigan said. The supply halt nudged Ford's crosstown rivals "to ratchet up incentives on the current models to go after weakness at Ford," he said. Deals advertised on the companies' official websites range from rebates and low-interest loans to ultra-cheap lease rates, but they are not telling the whole story. Ford, for instance, advertises a $2,000 rebate and a $500 financing credit on sales of certain F-150 models. But James Collins Ford in Louisville, Kentucky, is offering discounts of up to $12,215 on the 2018 F-150 XLT SuperCrew 4x4. The price cuts are even steeper at a number of GM and Fiat Chrysler dealers. Quirk Chevrolet is selling the 2018 Silverado 1500 Double Cab at $13,000 off sticker.