Navistar has announced its plan to rebrand and change its name to International Motors, LLC ("International"), effective October 1. 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.
International Trucks has been around for 122 years, starting way back in 1901 as International Harvester. They've made some of the most well-known big rigs in history and are still cranking out semi-trucks today. Navistar took over in 1986 when International Harvester called it quits.
Now, Navistar's dusting off the old name and giving it a fresh spin. They're not just slapping on a new label, though. The company's rolling out a throwback logo with a few modern tweaks.
Tobias Glitterstam, who's in charge of strategy and transformation at the company, explained why they're making the switch:
"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."
In the coming months, current tools like OnCommand Connection and International 360 will come together under a new digital customer interface called My International.
It's not just about a new coat of paint. The folks at International Trucks, LLC want to shake things up and become more than just a truck maker. They're aiming to be a one-stop shop for everything from trucks and parts to maintenance, financing, connectivity, and even charging.
Source: International
