Truck and bus manufacturer Navistar will rebrand as International Motors (International) effective Oct. 1. The OEM, part of Traton Group, is focusing on the future by providing solutions and a premium customer experience, Dan Kayser, executive vice-president commercial operations told TruckNews.com.
The company’s IC Bus and Fleetrite will remain separate brands but will be part of the International portfolio, announced Megan Troppito, director of communications and brand.
“We’re making smart investments, taking the right actions to make foundational improvements and streamlining process to ensure future success,” Kayser said.
International has set itself three goals – simplifying customer operations, leveraging a solution portfolio and developing long-term partnerships.
Kayser said the company has been busy refreshing and updating its product offerings. “The next big one for us is the Class 8, specifically the on-highway tractor. We are also building upon battery-electric vehicle technology,” he said.
Focused on quality
He added that International is focused on quality and stabilizing the supply chain so that it can meet market demand at any given cycle.
“We’ve got a great reputation in certain sectors of the market, but we recognize the need to go back out and recapture that, reinvigorate our brand,” Kayser said.
“After more than 120 years, we are choosing to return to our roots as International,” Tobias Glitterstam, chief strategy and transformation officer added in a news release. “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.”
Three reasons drove the brand transformation. A new leader with a new vision, shareholder demands, and disruption from evolving technology and new competitors.
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 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,” Mathias Carlbaum, president and CEO said in the release. “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.”
Digital customer interface
Troppito said the new International.com website will bring the existing Navistar.com and International Trucks.com sites under one umbrella. International is also launching new social media accounts.
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.
Select dealers across North America will unveil new exterior signage and a roll-out to the broader dealer network will happen in the coming months.
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