The MTU brand will continue to be used to identify the company’s products and solutions
UK engineering group Rolls-Royce has announced that it is planning a rebranding of its Power Systems division which includes the core MTU brand. The latter is a top provider for supplying engines for superyachts.
In a statement Rolls-Royce said that it will “present itself more clearly in the future as an integral part of the British Rolls-Royce engineering group.”
“A new brand architecture is evolving, that will be visibly implemented as of autumn with the launch of the new MTU website,” the group said. “Rolls-Royce will be the corporate brand and the employer brand. The companies within the business unit that include MTU in their names, will be given a new designation.
MTU, as the brand name customers are familiar with, will continue to be used to identify the company’s products and solutions. The current MTU Onsite Energy brand for decentralised power supply systems will be integrated into MTU.
The group points out that one of the first visible steps to be taken will be the renaming of four operating companies that manufacture products and solutions:
- MTU Friedrichshafen GmbH will thus become Rolls-Royce Solutions GmbH in autumn 2019
- MTU America Inc, which in future will operate as Rolls-Royce Solutions America Inc
- MTU Onsite Energy GmbH in Augsburg will become Rolls-Royce Solutions Augsburg GmbH
- MTU Onsite Energy Systems GmbH in Ruhstorf will be renamed Rolls-Royce Solutions Ruhstorf GmbH
The remaining subsidiaries will successively be given new designations based on the above examples. The products of Bergen Engines will also be part of the new brand architecture.
“The new brand architecture,” comments Andreas Schell, CEO Rolls-Royce Power Systems, “will provide clarity and improve the recognition of our company and its products. Our new profile is a clear commitment to Rolls-Royce, as its second largest business unit. By the same token, Rolls-Royce is committed to our MTU brand, which is something we are proud of.”
MTU holds a significant share of the superyacht engine market with 50 or so of the top 100 superyachts being powered by MTU systems.