Navistar Inc. has officially announced its rebranding as International Motors LLC, marking a strategic shift aimed at enhancing customer experience and simplifying solutions. The update includes a new name and refreshed logo, aligning the company with its historical roots while signaling a commitment to innovation and partnership.
“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.”
This rebranding reflects a broader strategy to evolve beyond merely engineering and producing trucks and buses. The company plans to invest in a comprehensive range of solutions designed to streamline customer interactions. While the products remain central to its business, International Motors LLC will expand its portfolio to include services such as parts, maintenance, financing, connectivity, and charging.
As part of this initiative, Navistar will launch a new digital platform called My International, which will integrate existing tools like OnCommand Connection and International 360. This platform will provide customers with a personalized experience by consolidating service contracts, financing, and fleet management into one accessible interface.
This transformation has been in the works since 2021, coinciding with significant product advancements, including the debut of the International S13 Integrated Powertrain and a suite of ownership solutions for battery-electric vehicles. The company is also reintroducing its financial services under the banner of International Financial.
“The return to International is an acknowledgment 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.”
The International name boasts a legacy dating back to 1902, following the merger of several notable farm implement manufacturers. After the breakup of International Harvester Co. in the 1980s, the truck business emerged as Navistar in 1986. In 2021, the Lisle, Illinois-based truck manufacturer joined Traton Group, alongside Scania, MAN, and Volkswagen Truck & Bus.
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