Navistar has rebranded and changed its name to International Motors, LLC (International) as part of a shift in strategy to transform the business into a solutions provider, according to a company announcement. As part of the rebranding, they have refreshed their logo and debuted a distinct visual identity.

Navistar, the parent company of IC Bus, is returning to its roots as International. IC Bus will remain its own brand under the International umbrella.

"After more than 120 years, we are choosing to return to our roots as International," said Tobias Glitterstam, chief strategy and transformation officer at 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."

Providing Support Services

International will focus on more than engineering and producing truck and bus products. The strategic shift is to invest in solutions to simplify the customer experience. While the product remains at the core of every customer interaction, services such as parts, maintenance, financing, connectivity and charging will be available.

Current tools like On Command Connection, and International 360 will come together under a new digital interface called My International. The new interface will enhance and customize the customer experience by aligning all customer solutions and data in one place.

This evolution is part of International’s broader transformation which began in 2021. Since then, International has launched the International S13 Integrated Powertrain, a new suite of comprehensive ownership solutions for battery-electric vehicles, and the revival of captive financial services.

A New Look

The new International visual identity is redefined by the language of the road, the company said. The logo, color palette, typography, photography and iconography take inspiration from the intricate choreography that occurs daily.

Beyond application to future vehicles, the new branding will also extend to all digital touchpoints and dealer network locations.

"The return to International is an acknowledgement of our rich heritage as much as it is an investment in our promising future," said Mathias Carlbaum, president and CEO of International. "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."