Cummins Uptime Guarantee

Situation: Truckers are notoriously risk adverse about any kind of new technology, especially under the hood. Cummins was introducing a new engine in response to emissions regulations, and needed to bolster confidence and trial of the ISX.

Solution: The Uptime Guarantee was a novel approach in that, in the event that an ISX engine broke down and couldn’t be fixed within 24 hours, Cummins would pay for a rental truck so the driver could complete his delivery route.

Success: The Uptime Guarantee set the stage for the Cummins brand promise of dependability, with fewer than 80 truck rentals. Cummins went from 25% heavy-duty market share to nearly 60% in the next decade as a result. The Uptime Guarantee won a REGGIE Award for its effectiveness.