About the brand
Communicating the brand effectively starts with a deep understanding of its core elements, including the brand platform, architecture and history. These elements work together to establish a foundation for storytelling, one that feels authentic and uniquely our own.
Brand architecture
Our brand architecture is how we arrange our product brands to go to market. After our acquisition by the TRATON GROUP in 2022, we set a new commercial target and agenda, which called for a new way of organizing our brand portfolio.
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Brand strategy
Our brand platform is an encapsulation of our brand strategy and currently consists of five key elements that define the core of International, our new master brand.
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Brand history
From reaper to tractor. From tractor to truck. From diesel to electric. From the world we have now, to the world we believe in. Over the last two centuries, we’ve accomplished many things. And we’re just getting started.
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