Brand strategy
At International, we’re committed to the road ahead and to working closely with our partners, dealers and customers to close the gap between today and the cleaner, safer world we all deserve.
To guide us on our journey, we developed a brand platform that encapsulates the core of the new International master brand.
Vision
Our long-term goal
Positioning
The role our brand plays in the market
With deep transportation expertise and an unrivaled network of partners and dealerships, we work closely with each of our customers to create the future that’s right for them. By developing industry-changing solutions, we find new and better ways to sustainably move people and goods. No matter the challenge, we always find a way forward. That’s what makes us International.
Employer Value Proposition
What will attract and motivate people to be part of our company
At International, we’ve never backed away from forging our own path. We’ve made a habit of facing down the unknown to find new and better ways of getting things done. That’s what defines us as a company. And as individuals. With the commercial vehicle industry on the brink of another wave of change, and people counting on us to keep things moving, we say: let’s go.
Personality
The hallmarks of our character
Like other companies within the TRATON GROUP, our brand personality is taken from Carl Jung’s 12 archetypes based on human psychology. We’ve adopted the Explorer, as it builds on our vision and positioning, and aligns with our willingness to forge new paths and create new solutions along with our partners.
Tone of Voice
The way we speak and write
Our tone of voice reflects key attributes of the brand, lending an authenticity to the way we speak and write. Together, these attributes inform and inspire our words to ensure a distinct and memorable style that resonates with our audience.