Great question. Dodge used to have some great ads. Remember the one about the Cummins being able to carry it's own weight at idle, plus the weight of another truck sitting across its bed (they showed a truck doing exactly that)? I have fond memories of that one - it had a big effect on me.
The Dodge/Cummins combination used to have an almost legendary aura about it, particularly in the early 90s after the change to the 2nd gen body. I still remember being told about towing "10 ton earthmoving equipment up steep grades" in the Adirondacks by a wide-eyed friend of mine in 1996.
Somewhere along the way the Cummins engine dropped into "passing mention" status in modern advertising. Last time I heard it on a TV commercial the announcer said, "... and a legendary Cummins engine. " That was it.
Maybe the Cummins sells itself, and there's little reason to advertise it? Maybe Dodge figures there's little chance at recruiting anybody from the Chevy or Ford side? After all, why would anyone want to go from a V8 to a 6-cylinder - 8 is bigger than 6, right?
As our standard of living has improved, gone by the wayside are ideas like longevity, durability, and maintainability. Who cares if you have to remove the body to change a turbo? I have money - that's someone else's problem! Who cares if the engine can last 350000 miles when I'm going to get a new one before the warranty is up?
At the end of the day I have to assume that Dodge, Ford, and GM have all researched the "right" way to advertise six ways from Sunday. As far as all the research indicates, they must be doing it right. So what do modern truck commercials say about the modern truck buyer? I suppose they're saying, "people care only about tow & payload ratings and horsepower - what's under the hood is irrelevant. "
I wonder what the pickup truck preference is for class 8 truckers.
-Ryan
P. S. A lot of otherwise intelligent people have no idea what components are anyway. I have a B5. 9 connecting rod on my desk - it's amazing how many people not only have no idea what it is, but have no idea where it goes in an engine or what its function is. The classic connecting rod photo is lost on these people.