InternationalNaming

Unchanged where it matters most

Navistar was born in 1986 as a holding company for several brands in the commercial vehicle space. But nearly 40 years later, the name still had little internal and external engagement and was far less well-known than International Trucks, a brand with significant equity and heritage within the North American commercial transport industry.

The crown jewel of Navistar’s portfolio was unquestionably International Trucks, an iconic brand with huge untapped potential. International had a long history, passed down from the days of International Harvester Company, before the brand was established as a force to be reckoned with within trucking. The name had been phased out at the corporate level in favor of Navistar, but it remained the beating heart of the company’s culture. In a transportation industry undergoing significant changes, the International name was key to connecting the organization’s storied past with the demands of a dynamic future. With the acquisition of Navistar by the TRATON GROUP in 2021, the time was right to make a change.

Working closely with the client team to analyze the group brand and the existing brand portfolio, as well as account for all relevant legal, operational and financial considerations, we created a strategy for sunsetting the Navistar name and brand and establishing International Motors, LLC as the new company name. International then became the new master brand, elevated from the established brand of International Trucks to encompass a newly unified portfolio of offerings.

To further support this significant undertaking, we defined a set of principles to guide all naming decisions, including how to treat existing offerings that would be ‘de-branded’, as well as new ones that could be developed in the future. Together, these principles contribute to a shared understanding and strategy for naming across the organization to safeguard and support equity in the new International master brand.

“Modernizing and amplifying International is a catalyst for our entire transformation, helping us to attract new talent and maximize our company's impact now and into the future.”

Tobias Glitterstam, Chief Strategy & Transformation Officer

A name is a powerful thing, and embracing International sent a powerful signal, both internally and to the market. When the International name took its place over company headquarters in Lisle, Illinois, it was an important moment for many.

Not only did it underscore the company’s continued commitment to its long history of innovation and determination, but it also tapped into its deep reservoir of shared pride and belonging, and articulated a renewed confidence and strategic direction.

The sunsetting of the Navistar corporate brand and legal name represented a significant milestone not only for the company, but in the ongoing partnership between Kurppa Hosk and International. The stage was now set for the company to take on the next chapter of its journey with fresh energy and focus.