For anyone familiar with trucks, International is a name that resonates. This brand has been responsible for producing some of the most iconic rigs in history and continues to manufacture semis over 122 years after the founding of International Harvester. Since 1986, it has been a part of Navistar, which was established as its successor. Now, after almost 40 years, Navistar is undergoing a rebranding to become International Motors, LLC.
It can be a bit perplexing, but this is significant given Navistar’s prominence in the heavy-duty truck industry and the prestige associated with the International brand. This change coincides with VW’s revival of the Scout name for off-road electric vehicles, stirring thoughts of various brands from the past that are making comebacks in the present.
“After over 120 years, we are choosing to return to our roots as International,” stated Tobias Glitterstam, the firm’s chief strategy and transformation officer. “International signifies determination, partnership, and teamwork in addressing every challenge with a solution. Our new name and identity support the strategic adjustments we are undertaking to enhance customer experiences.”
In line with the rebranding, the company has introduced a slightly refreshed logo that remains recognizable to those who have followed International through the years.
This rebranding is more than just about changing the name. The parent company indicated this represents a shift in focus towards becoming a solutions provider, enhancing how they serve customers and streamline user experiences under the International brand. The press release elaborated that, in addition to manufacturing trucks, the company will also emphasize parts supply, maintenance, financing, connectivity, and charging services.
One might say they are in it for the long haul. Please, hold your applause.
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