Navistar Goes Back to its Roots in Rebranding

As it enjoys success with its newly refreshed HX severe-duty truck and S13 Integrated Drivetrain, Navistar International is going back to its roots and rebranding as simply International.

On Sept. 25, Navistar Inc. announced its plan to rebrand and change its name to International Motors LLC effective Oct. 1. 

Two brands will remain separate: IC Bus and Fleetrite. 

This rebranding is driven by a shift in strategy to transform the business into a solutions provider, not just a truck maker. 

That includes simplifying and streamlining the customer and user experience and offering services such as parts, maintenance, financing, connectivity, and charging. 

How International Plans to Drive Customer Value

“We want to have a company that very much drives to the center of what our customers are looking for,” Dan Kayser, executive vice president of commercial operations, told reporters in an advance briefing on the announcement. 

“There's a lot more that drives customer value than just a vehicle.”

In addition, the goal is to simplify and streamline the experience for customers and users. 

In the coming months, current tools such as OnCommand Connection and International 360 will come together under a new digital customer interface called My International. This will gather all customer solutions and data, including service contracts, financing, and fleet management, in one place. 

The change is part of a broader transformation which has been ongoing since 2021. 

Over the past three years or so, since becoming a part of Traton, the Navistar team has been through a thorough process of brand evaluation and strategy development. 

Notable achievements during this journey include the launch of the International S13 Integrated Powertrain, a new suite of comprehensive ownership solutions for battery-electric vehicles, and the revival of captive financial services, which will now go to market as International Financial. 

International is Still Developing New and Improved Trucks 

Not that vehicles aren’t still a major focus.

“Over the last several years, we've been pretty busy, honestly, somewhat quietly, busy in the marketplace with products,” Kayser said.

The IC bus, the MV, the eMV, and the HX severe-service truck rolled out recently, as well as the S13 Integrated Powertrain. The latest project is a refresh of the HV, which journalists got a sneak peek of in September.

“These are all recent launches or refreshes that we’re focused around various parts of the market," Kayser said. 

International is currently working on a new flagship Class 8 on-highway tractor. 

The company also plans to build on the battery-electric vehicle technology of its eMV medium-duty truck, leveraging components and technology from parent company Traton.

International Rebrand Looks to International Harvester Roots

Company executives referred to the company’s roots in its rebranding.

Its history reaches back to the early 1800s with the invention of the first mechanical harvesting machine, the McCormick Reaper. In the early 1900s the company merged with several other agricultural equipment firms to form International Harvester — which by 1910 was the 4th largest company in the U.S.

In the 1980s, International Harvester sold off its agricultural division and the IH name, and the company reintroduced itself as Navistar International Corp. 

In 2021, Navistar International Corp. merged with Traton SE, joining Traton’s existing brands of Scania, MAN, Volkswagen Truck & Bus, and RIO.

“As we take dedicated action to simplify our customers’ experience, this effort to build one marquee International brand signals a stake in the ground for us, that our strategy revolves around solutions,” said Kayser.

“We're working closely with our customers, our dealers and our partners to create a future that's right for them and supporting them through all the changes and challenges that lie ahead.”