Navistar Rebrands as International Motors
In a rebranding initiative that harks back to the company’s origins, Navistar Inc., the parent company of International Truck and IC Bus, will officially rebrand as International Motors on October 1. This decision, supported by Traton, the company's German owner, represents one of several strategic changes aimed at increasing its presence in the domestic commercial truck market.
Tobias Glitterstam, the chief strategy and transformation officer, emphasized the significance of this move, stating, “After more than 120 years, we are choosing to return to our roots as International. 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.” According to Dan Kayser, the executive vice president of commercial operations, the company acknowledges the necessity to reestablish and revitalize its brand.
Two brands will remain separate: IC Bus and Fleetrite.
Focus on Customer Solutions
This rebranding marks a new era of dedicated focus on customer solutions beyond the trucks themselves, positioning the company to move forward and rebuild International’s reputation in the marketplace. The shift in strategy aims to transform the business into a solutions provider, not just a truck maker, simplifying and streamlining the customer and user experience and offering a comprehensive range of services. For instance, current tools such as OnCommand Connection and International 360 will come together under a new digital customer interface called My International, gathering all customer solutions and data in one place. The company’s focus is on driving greater customer value by offering a full solution to solve customers’ concerns, going beyond just a vehicle to fully understand their needs.
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The Future for International Motors
International has announced the rebranding of its financial services division to International Financial. The company is enacting these changes to pay homage to its heritage and invest in its future. This involves streamlining the brand, modernizing its visual identity, and formulating a coherent strategy to enhance customer engagement. These efforts are intended to secure the company’s success for the next 200 years.
Dan Kayser, the company’s executive vice president of commercial operations, emphasized that these investments are integral to its ambition to regain its former market position. The company is resolute in its commitment to long-term success and is dedicated to revitalizing the strength of the International brand, providing stakeholders with a sense of security about the company’s future.
Recent product introductions include the S13 Integrated Powertrain, which commenced production at the start of this year. This powertrain has enabled the on-highway tractor, the LT, to achieve industry-leading fuel economy, surpassing others by at least 5%. These results have been verified through third-party testing, and some customers are even experiencing higher gains. Keeping up with the advancement of electric vehicles, the eMV and the Electric CE Series IC school bus were introduced, and with them, a new suite of comprehensive ownership solutions to keep peace of mind and uptime central for the customer. Recently, International has reintroduced financial services to provide full financing offers to customers.
International keeps making strides to evolve with their customers and remain at the forefront of the domestic commercial truck market.