The 120-year-old truck manufacturer Navistar, Inc. has announced its rebrand to International Motors, LLC (“International”), effective October 1. The rebrand marks a return to the company’s origins, with the International name tracing back to its early days with International Harvester in 1902.
After more than 120 years, we are choosing to return to our roots as International. 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.
Tobias Glitterstam, chief strategy and transformation officer
The rebrand is part of a broader transformation following Traton’s acquisition of the company in 2021. This shift has included major product developments such as the launch of the International S13 Integrated Powertrain, new solutions for electric truck ownership, and the revival of its financial services, now rebranded as International Financial. In the coming months, current fleet management tools like OnCommand Connection and International 360 will merge into a new digital customer platform called My International.
Additionally, the company acquired the valuable domain International.com. Dictionary-word .com domains are highly sought after for their simplicity, authority, and accessibility, making them powerful tools for building consumer trust and recognition. Such domains enhance a brand’s global visibility and credibility, especially for international companies aiming to stand out in competitive markets.
The return to International is an acknowledgement of our rich heritage as much as it is an investment in our promising future. 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.
Mathias Carlbaum, president and CEO
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