August '17

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54 • RV PRO • August 2017 rv-pro.com O R I G I N A L E Q U I P M E N T C ummins announcement earlier this year that it will be unifying its brand strategy across its Power Systems busi- ness segment is simply the logical next step in last year's decision that created it in the first place. "Creating the Power Systems business segment was what led to us revisiting whether we needed to change our branding," says Jodie C. Wilson, Cummins' director of mar- keting communications for the consumer, marine and power generation market. She adds that once that business unit was created, Cummins executives stepped back and looked at how the company was positioning the Power Systems business in the market. "We have a number of brands across the new business, and we wanted to be consistent in our approach to the market," Wilson says. "We saw the opportunity to unify our branding and have a common approach across our portfolio." Norbert Nusterer, president of Cummins Power Systems, noted when the change was announced in March that the move will not only better position Cummins to leverage its brand strength, but also to deliver its message of dependability around the globe. Cummins currently serves customers in about 190 countries and territories and employs more than 55,000 people worldwide. As its name suggests, the Power Systems business segment provides high-speed engines from 760 to 4,400 horsepower and power generation equipment from 2 to 3,500 kilowatts, including standby and prime power gen sets, alternators, switch- gear and other components. Until now, these products have been marketed under the Cum- mins, Cummins Power Generation and Cummins Onan brands. Cummins is rebranding its generator and engine operations under the combined Power Systems name, but RV makers and dealers can still count the same quality products. Staying Power By K. Schipper New Name, Same Products Under the new strategy, both the Cummins Power Genera- tion and Cummins Onan brands will be retired. However, the Onan name – which Cummins acquired in the mid-1980s and is synonymous with mobile gensets – will be relaunched as a generator product line. "For example, we have had a generator that would have the Cummins 'C' logo on it, and holding an equal position would be the name Onan," Wilson explains. "Say, for example, it's an RV 5000. What we'll have now is the Cummins Onan will disappear, the Cummins will become more prominent, but it will be an Onan 5000 model instead. "We want to play on the Cummins logo as strongly as possible." She adds that Cummins has a strong desire to continue to utilize the Onan name, which has a huge heritage and legacy in the generator market. However, the name was so strong Taking the companies three brand profiles – Cummins, Cummins Power Generation and Cummins Onan – and bringing them together under the Cummins Power Systems Name better positions the company to leverage its brand strength and makes it easier to deliver its message of dependabililty around the globe, according to President Norbert Nusterer.

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