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Cummins Announces Consolidation And Rebranding
Updated July 28, 2017 6:50 AM | Filed under: Business
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(COLUMBUS) - Cummins announced that it will be unifying its brand strategy across its Power Systems business.

The portfolio has featured the Cummins, Cummins Power Generation and Cummins Onan brands.

Company officials say that, effective immediately, the branding will be consolidated under the Cummins brand.

The Cummins Power Generation and Cummins Onan brands will be retired and the Onan name will be "repositioned as a generator product line under the newly unified Cummins brand in the RV market."

Cummins says that it will also be permanently changing all "Fun Roads" branding to Cummins RV, retiring the Fun Roads brand.

"Looking to unify Cummins into one cohesive, unified brand, we decided that consolidating both products (engines and generators) into the Cummins RV family only strengthens the brand and more uniformly speaks to our manufacturers and consumers," said company executive Jodie Wilson. "The brand changing will not affect product or service offerings, but will help us to continue on our promise of delivering dependability across the globe."

While rebranding on all marketing activities began Tuesday, Cummins says that product branding changes across all manufacturing plants will be implemented this month.

The portfolio has featured the Cummins, Cummins Power Generation and Cummins Onan brands.

Company officials say that, effective immediately, the branding will be consolidated under the Cummins brand.

The Cummins Power Generation and Cummins Onan brands will be retired and the Onan name will be "repositioned as a generator product line under the newly unified Cummins brand in the RV market."

Cummins says that it will also be permanently changing all "Fun Roads" branding to Cummins RV, retiring the Fun Roads brand.

"Looking to unify Cummins into one cohesive, unified brand, we decided that consolidating both products (engines and generators) into the Cummins RV family only strengthens the brand and more uniformly speaks to our manufacturers and consumers," said company executive Jodie Wilson. "The brand changing will not affect product or service offerings, but will help us to continue on our promise of delivering dependability across the globe."

While rebranding on all marketing activities began Tuesday, Cummins says that product branding changes across all manufacturing plants will be implemented this month.



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