Navistar, Inc. announced its plan to rebrand and change its name to International Motors, LLC. Along with the name change, the company also debuted a refreshed logo and distinct visual identity. This 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.
“After more than 120 years, we are choosing to return to our roots as International,” says 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.”
The company will focus on more than engineering and producing truck and bus products. While the product remains the core of every customer interaction, International’s full solutions portfolio will also include services such as parts, maintenance, financing, connectivity, and charging.
In the coming months, current tools like OnCommand Connection and International 360 will come together under a new digital customer interface called My International. My International will enhance and customize the customer experience by aligning all customer solutions and data, including service contracts, financing, and fleet management in one place.
“The return to International is an acknowledgement of our rich heritage as much as it is an investment in our promising future,” says 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.”
