Global trucking brand Navistar has announced its rebrand that will see it change its name to International Motors while also introducing a refreshed logo and distinct visual identity.
Navistar says the rebrand, occurring from October 1 onwards, is driven by a shift in strategy to transform the business into a solutions provider, highlighting the role that 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,” chief strategy and transformation officer Tobias Glitterstam says.
“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 rebrand will see the company focus on more than engineering and producing truck and bus products, with the strategic shift seeing it invest in solutions to simplify the customer experience.
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.
“The return to International is an acknowledgement of our rich heritage as much as it is an investment in our promising future,” president and CEO Mathias Carlbaum says.
“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.”
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 customise the customer experience by aligning all customer solutions and data, including service contracts, financing and fleet management in one place.
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 modernised International visual identity, unveiled this week and showcased on the company’s official social media channels and website, is redefined by the language of the road.
The logo, colour palette, typography, photography and iconography take inspiration from the intricate choreography that occurs daily on streets, highways and roads.
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