Cummins says that it plans to retire the Onan brand. 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 under the newly unified Cummins brand in the RV market.
The company said that it will be repositioned as a recreational vehicle line, with a new website called rv.cummins.com as well as social media platforms.
“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 Jodie Wilson, marketing director, in a statement. “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.”
Rebranding will take place today globally on all marketing activities, as product branding changes across all manufacturing plants this July.