Navistar rebanding to International Motors
Summary
The move, according to company leaders, is part of a larger business transformation initiative they hope will re-establish the brand’s prominence not just as a commercial vehicle maker, but as a full solutions provider that includes product, financing, connectivity, parts, maintenance and vehicle charging. “We have a great reputation in certain sectors of the market, but we recognize the need to go back out and recapture that to reinvigorate our brand," said Dan Kayser, International’s executive vice president of commercial operations during a recent media briefing in Naperville, Illinois. While trucks were built with the International badge, components and systems including OnCommand Connection and the MaxxForce engine bore the Navistar name. “That digital asset aims to encompass all customer services and data in one place,” said Megan Troppito, International’s director of communications and brand. International has been busy in recent years revamping its North American product lineup with the global S13 powertrain on its HX, HV and LT series trucks and tractors.