The elements

Tone of voice

As people, we all speak differently. It’s one of the things that makes us unique. Our brand is like that too. Cummins has a voice, a way of talking that our customers like and expect. When we speak on behalf of our brand, whether it’s an advertisement or an email, the Cummins voice is the way we do it.

Our mission is making people’s lives better by powering a more prosperous world.

Our vision is innovating for our customers to power their success.

Our values shape the way we work every day with integrity, diversity and inclusion, caring, excellence and teamwork.

Our Voice: Guiding Principles

Keep it human

We use everyday language. Friendly. Straight-forward. Clear. We express ourselves naturally, but also with wit, passion and charm.

Be the expert

We can speak with authority because, with more than 100 years of experience, we’ve earned it. We use facts, figures and technical language accurately. We know our stuff.

Tell it like it is

We don’t have to hype up our messages. We tell it like it is. Confident. Matter of fact. When it comes to communications, we’re direct.


Here are some examples of how we use the Cummins tone of voice to sound clear, confident, knowledgeable and on our customers’ side.