"It's not just an engine. It's a passion. "
"Cummins Turbo Diesel. It's a passion. "
"Turbo Diesel Register. It's a passion. "
"Italians and dieselheads are alike in their passion. "
"Like Italians, dieselheads are passionate. "
"Dieselheads are passionate folk. "
"Soot your passion. "
"Blowers are nice, but raw torque is heaven. " (Or "nirvana", or "paradise":
targetted marketing. )
"Diesels give me real boost. "
And to semi-steal some of Cole Porter's lyrics:
I get no kick from a spark
Mere gasahol doesn't thrill me at all
I tell you it's def'nit'ly true
I get lotsa boost out of you.