Meridian, ID (PressExposure) July 09, 2013 -- Dodge has unveiled a Superman-themed Ram truck to coincide with the premiere of the new "Man of Steel" movie. Like the hero, the truck is clad in dark blue with red accents and will be featured prominently in television spots and print ads.
The latest Superman feature is not the first to merge a diesel truck's product placement with the film's hero. The GMC trucks that Mel Gibson's character Martin Riggs drove in the Lethal Weapon movies played a role in a popularity boom for diesel trucks. While the GMC/Chevy Duramax engines may have gotten the most press from the movie association, trucks with Dodge Cummins or Ford Powerstroke engines also got a boost.
For Gage Burlingame, a master technician at Gem State Diesel, it's no surprise that heroes are often linked with trucks. "Trucks have a hard-working personality that makes them a good match for a hero who feels down to earth," he says. "Every day, diesel trucks in and around the greater Boise area are hauling loads, towing trailers and handling the roughest terrain. It may not be as dramatic as a scene in 'Transformers,' but trucks perform little acts of heroism all the time. Just ask anyone who needs to move something from Caldwell to Boise."
What kryptonite does to Superman, Burlingame says, neglect can do to a diesel fuel injection pump or common rail injectors. "Diesel engines offer outstanding reliability when they're well maintained. They run hotter and with more torque, so the tolerances for diesel engine parts are narrower than for gas-fueled vehicles." Regular maintenance also enhances a diesel engine's efficiency; although a well-maintained diesel truck is more fuel-efficient than a gasoline engine, it can lose up to 20 percent of that efficiency from indifferent maintenance.
Burlingame suggests paying attention to your truck's behavior and recommended maintenance schedule. "Even a hero needs a little help. If you aren't getting the towing capacity or fuel efficiency you should have, take your truck in for an inspection at a qualified diesel engine repair shop. Technicians there can diagnose the problem and give you back the high performance you expect."
The "Man of Steel" truck will tour the country after the movie's June 10 premiere. Although there's no word on whether any Boise events will feature the Superman-themed Ram truck, the vehicle will go up for auction after its tour.