Navistar International Is Rebranding and Refocusing

Volkswagen acquired Navistar International in 2021, splitting off the Scout brand for a new EV brand. Navistar owned International since 1986 and had incorporated the name into its title, but now, the company is rebranding. Navistar International is changing its name to International Trucks, LLC, a move meant to focus on its transition to connected services in the commercial truck space.

The company’s Instagram post announcing the change read, “Allow us to reintroduce ourselves: We’re International. Today marks the start of a new chapter as we say goodbye to Navistar and go back to our roots. As part of our transformation, the iconic diamond shape – a key part of the International brand since 1986 – is a centerpiece of our new identity. The optimized symbol streamlines and simplifies aspects of the original while never losing the core of what our employees, dealers, customers, and partners love.”

International said it would focus on “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.”

The company said it would continue building trucks, but noted that it would also target parts, charging, connectivity, and financing as part of the transition.

Volkswagen’s ownership likely influenced this decision, but it’s a timely one. Alternative fuels and electrification are just taking off in the commercial truck space, with locations around the country building the infrastructure and other structures needed to support the vehicles. While a rebrand doesn’t do much help build new trucks, the company’s strategic shift will, and may help it survive another 100-plus years.

[Images: Navistar International]

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