Navistar rebrands to International

Navistar Inc. today announced its plan to rebrand and change its name to International Motors LLC. Along with the name change, the company also debuted a refreshed logo and visual identity. The company said 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.

“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, partnershi, 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.”

The company said it will focus on more than engineering and producing truck and bus products. It is making the strategic shift to invest in solutions to simplify the customer experience. While the product remains the core of every customer interaction, International’s full solutions portfolio will also include services such as parts, maintenance, financing, connectivity, and charging.

In the coming months, current tools like OnCommand Connection and International 360 will come together under a new digital customer interface called My International. My International will enhance and customize the customer experience by aligning all customer solutions and data, including service contracts, financing, and fleet management in one place.

This evolution is part of the company’s broader transformation which has been ongoing since 2021, including the launch of the International S13 Integrated Powertrain, a new suite of ownership solutions for battery-electric vehicles, and the revival of captive financial services, which will now go to market as International Financial.

The International HX Series heavy haul truck. (Photo: International Motors)

The company said the modernized International visual identity, is redefined by the language of the road. Beyond application to future vehicles, these changes will also extend to manifestation of the International brand including all digital touchpoints and dealer network locations.

“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.”

The International name traces its history back to 1902, following the merger of several prominent farm implement manufacturers. After International Harvester Co. was broken up in the 1980s, the truck business emerged as Navistar in 1986. Then in 2021, the Lisle, Ill.-based truck manufacturer joined Scania, MAN and Volkswagen Truck & Bus in Traton Group.