Cummins Announces Unification of Product-Branding Strategy

Wed May 03, 2017 - National Edition

Cummins Inc. will unify its brand strategy across its Power Systems business segment, which provides high-speed engines from 760 to 4,400 hp and power generation equipment from 2 to 3,500 kW, including standby and prime-power generator sets, alternators, switchgear and other components. Currently, the portfolio features the Cummins, Cummins Power Generation and Cummins Onan brands. With immediate effect, the branding will be consolidated under the Cummins brand. The Cummins Power Generation and Cummins Onan brands will be retired, and the Onan name, synonymous with mobile gensets, will be repositioned as a generator product line.

“As a result of the creation of the Power Systems business segment last year, we re-evaluated how we wished to be positioned in the market. Coming together under one new business structure means that the time is right to move to a more cohesive brand strategy under the one Cummins brand, one that will better position us to leverage our brand strength and ensure that we continue to deliver on our brand promise of dependability across the globe,” said Norbert Nusterer, president — Cummins Power Systems.

As a global change, the brand unification will start to take shape in March on all marketing activities. Product branding changes across all manufacturing plants will start to be seen in July.