Navistar, Inc. revealed plans this week to undergo a rebranding that includes a new name and logo, set to take effect next month. Starting on October 1, 2024, the company, headquartered in Lisle, Illinois, will be known as International Motors, LLC. This transition will also feature the introduction of a refreshed logo, according to the company’s Wednesday announcement.
“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,” the company explained.
The company stated that the rebrand reflects a renewed focus on designing and manufacturing trucks and buses, along with investing in solutions aimed at streamlining the customer experience.
“The return to International is an acknowledgement of our rich heritage as much as it is an investment in our promising future,” said Mathias Carlbaum, president and CEO. “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.”
“After more than 120 years, we are choosing to return to our roots as International,” said Tobias Glitterstam, chief strategy and transformation officer. “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 2021, Navistar joined forces with Scania, MAN, and Volkswagen Truck & Bus as part of the TRATON GROUP.
International Motors’ roots date back to the invention of the McCormick reaper in 1831. Today, the company employs 15,000 people.
