Rebranding alert: TRATON Group brand Navistar to change its name to International
The rebranding "is driven by a shift in strategy to transform the business into a solutions provider, and the role the International brand can play in a streamlined customer and user experience", as stated by the manufacturer.
U.S.-based truck maker Navistar, belonging to the TRATON Group alongside with Scania, MAN and VW Truck & Bus, is about to change its name to International Motors, starting October 1st. At the same time, the company has got a new logo. The rebranding “is driven by a shift in strategy to transform the business into a solutions provider, and the role the International brand can play in a streamlined customer and user experience”, as stated by the manufacturer.
From Navistar to International: new targets ahead
International Motors will focus on more than engineering and producing truck and bus products. In addition, full solutions portfolio will also include services such as parts, maintenance, financing, connectivity, and charging. This evolution is part of the company’s broader transformation which has been ongoing since 2021. Notable achievements during this journey include the launch of the patented International S13 Integrated Powertrain, a new suite of comprehensive ownership solutions for battery-electric vehicles, and the revival of captive financial services, which will now go to market as International Financial.
“The return to International is an acknowledgement of our rich heritage as much as it is an investment in our promising future,” said Mathias Carlbaum, president and CEO. “The simplified brand structure, distinct visual identity, and clear strategy to more effectively engage with our customers ensure we can lay claim to another 200 years of success and signals a new phase of our company’s positioning.”
“After more than 120 years, we are choosing to return to our roots as International,” said Tobias Glitterstam, chief strategy and transformation officer. “International embodies determination, partnership, and collaboration in meeting every challenge with a solution. Our new name and look complement the strategic changes we are making to offer enhanced customer experiences.”
