Cummins announces unification of product-branding strategy across Power Systems portfolio
Cummins Inc. (NYSE: CMI) announced that it will unify its brand strategy across its Power Systems business segment, which provides high-speed engines from 760 hp to 4400 hp and power generation equipment from 2 kW to 3500 kW, including standby and prime-power generator sets, alternators, switchgear and other components. Currently, the portfolio features the Cummins, Cummins Power Generation and Onan brands. With immediate effect, the branding will be consolidated under the Cummins brand. The Cummins Power Generation and Onan brands will be retired, and the Onan® name, synonymous with mobile gensets, will be repositioned as a generator product line.
Cummins Inc. (NYSE: CMI) announced that it will unify its brand strategy across its Power Systems business segment, which provides high-speed engines from 760 hp to 4400 hp and power generation equipment from 2 kW to 3500 kW, including standby and prime-power generator sets, alternators, switchgear and other components. Currently, the portfolio features the Cummins, Cummins Power Generation and Onan brands. With immediate effect, the branding will be consolidated under the Cummins brand. The Cummins Power Generation and 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 from today on all marketing activities. Product branding changes across all manufacturing plants will start to be seen in July.
About Cummins Inc.
Cummins Inc., a global power leader, is a corporation of complementary business units that design, manufacture, distribute and service diesel and natural gas engines and related technologies, including fuel systems, controls, air handling, filtration, emissions solutions and electrical power generation systems. Headquartered in Columbus, Indiana (USA), Cummins currently employs approximately 55,000 people worldwide, and serves customers in approximately 190 countries and territories through a network of approximately 600 company-owned and independent distributor locations and more than 7,200 dealer locations. Cummins earned $1.39 billion on sales of $17.5 billion in 2016. Press releases can be found on the Web at cummins.com/news. Follow Cummins on Twitter at @cumminsengines and on YouTube at youtube.com/cumminsengines.
