Fiat is working hard and fast to integrate Chrysler into its global system, and also looking closely at what Chrysler brands have to offer Fiat in the world marketplace. Whether you favored the Chrysler/Fiat deal or not, it's done. It's reasonable to expect changes going forward, and that some of Chrysler's existing alliances will fall by the wayside in order to bring as many projects into the Fiat tent as will fit. It's just the biz these days.
For example, Chrysler is sending the Dodge Sprinter back to Mercedes and Freightliner, and will replace it with one or perhaps two Fiat-made vans. Sounds OK: As much as we love the Sprinter, even the smallest one is big, and they're all on the pricey side. And MBZ is setting up a new distribution arm to sell them to folks who still want one. Fiat makes great commercial vans, can offer them in a wider variety of sizes, and at more competitive price points. The Dodge-engineered Nissan Titan replacement project is also dead.
But one discussion now working its way around the global water cooler has me thinking "Red Flag!" It's the notion of replacing the Cummins Turbodiesel engine available in Ram HD trucks with a Fiat Powertrain Technology diesel(s) of similar size and capacity. Nothing has been officially announced.
FPT is a world class powertrain developer and builder. Although I've not tested them, I suspect their latest diesels are durable, powerful, and competitive. A large number of medium and heavy-duty trucks in Europe are built by Fiat, or use Fiat diesel engines. And they make them up to 22-liters in size, so don't worry about a tiny four banger ending up under the hood of your Ram 3500. But what Fiat may be missing in all this is the fierce, pry-it-out-of-my-dead-hand loyalty that the Cummins-powered Dodges have engendered.
I remember when the first one came out in the early 80s. Dodge estimated it would sell 30-35,000 Cummins-equipped trucks in the old, pre-94 bodystyle, then call it a day. Well, surprise surprise, the long stroke, low revving, iron-guts six-cylinder Cummins caught and captivated a certain sector of America's truck users, and Dodge has sold hundreds of thousands of turbodiesels since. As the fuel has gotten better (and is now cheaper than gasoline), the engines more powerful (and cleaner burning), and the acceptance of diesel has grown, the big, throbbing Cummins makes more sense than ever.
What Fiat may not yet be aware of is how much people freaking love these things. There are Cummins truck clubs, drag races, truck pulls, shows, forums, YouTube vids and, for all I know, weddings planned around these trucks. There's enough aftermarket stuff out there to crank a zillion pounds-feet of torque out of one. When, or should I say "if" someone finally wears out a Cummins-equipped Ram, they usually replace it with another one. It's the Harley V-Twin of light and medium duty truck engines. The Dodge Cummins faithful may not like the idea of Fiat taking down their hero, no matter how fabulous the theoretical replacement engine may be. It takes years to build a brand, but only a moment to kill one.
So Fiat: I'm not saying don't. Just know what your messing with.
1 comment:
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