Navistar Rebrands as International Motors LLC, Or "International"

LISLE, Ill., September 25, 2024 — Navistar, Inc. has announced a significant rebranding, changing its name to International Motors LLC, effective October 1, 2024. This move is part of a broader strategy aimed at transforming the company into a comprehensive solutions provider. Along with the new name, the company also revealed a refreshed logo and distinct visual identity designed to reflect its evolution and commitment to enhanced customer experiences.

Return to Roots

According to Tobias Glitterstam, Navistar’s Chief Strategy and Transformation Officer, the decision to revert to the International name signifies a return to the company’s roots. “International embodies determination, partnership, and collaboration in meeting every challenge with a solution,” Glitterstam said. He emphasized that the new branding complements the company’s strategic shift to offer streamlined and integrated customer experiences.

A Shift Beyond Products

While International Motors will continue to focus on engineering and manufacturing trucks and buses, the company’s transformation strategy extends to a wider portfolio of services. These will include parts, maintenance, financing, connectivity, and charging, creating an ecosystem that supports customers beyond the sale of products. The new My International digital interface will consolidate all of these solutions, providing a centralized hub for services like fleet management, financing, and service contracts.

Ongoing Transformation

This rebranding is part of a broader transformation that began in 2021. Among the company’s key milestones during this period are the launch of the International S13® Integrated Powertrain, solutions for battery-electric vehicles, and the revival of International™ Financial services. The new name and identity reflect the company’s ambitions to provide solutions across the lifecycle of its products, not just through their initial sale.

A New Visual Identity

International Motors’ rebranding also includes a modernized visual identity, drawing inspiration from the complexities of everyday road traffic. The new logo, typography, and iconography are designed to reflect the “language of the road,” embodying the twists and turns of city streets, highways, and rural roads. This updated look will extend beyond International’s vehicles, encompassing its digital platforms and dealership locations worldwide.

Leadership Perspective

Mathias Carlbaum, President and CEO, emphasized that the rebranding is as much about the future as it is about the company’s rich heritage. “The return to International is an acknowledgment of our rich heritage as much as it is an investment in our promising future,” Carlbaum said. He underscored that the new brand structure and visual identity will help position the company for long-term success, setting the stage for another 200 years of growth.