Brand architecture
In 2022, after our acquisition by the TRATON GROUP, we set a new commercial target and agenda. This included aligning on how we want to transform our business from being a product-centric vehicle provider to a customer-centric solutions provider, and the role our brand portfolio can play in helping us achieve that.
Our strategy
Accelerate the impact of sustainable mobility
In everything we do, our vision is to accelerate the impact of sustainable mobility. We do that by focusing on what our customers need to develop solutions that deliver greater uptime and productivity throughout the full operation of our commercial vehicles.
Our portfolio
The Navistar era
Given the strength of the International brand, both in its heritage and the affinity our people, dealers, customers and partners have for it, it quickly became clear that the key to achieving our strategy lay in bringing about its resurgence. As well as defining a larger role for it to play.
Our master brand
As part of our new brand strategy, we’ve modernized the International brand and elevated it from its role as a product brand to be the master brand of our entire group. It has replaced Navistar and now encompasses our entire business, which will be sold under the International brand. (Apart from Fleetrite and IC Bus, which will remain separate product brands within the International group.)
