Cummins Continues Power Systems Rebranding

Cummins said that as part of its brand strategy unification across its Power Systems business segment, the Cummins Onan brand — one of the most iconic in power generation — will be retired. The Onan name will be repositioned as an RV generator product line under the Cummins brand.

Cummins Inc. announced that it will be unifying its brand strategy across its Power Systems business segment, which provides high-speed engines from 760 to 4400 hp and power generation equipment from 2 kW to 3.5 MW, including standby and prime power generator sets, alternators, switchgear and other components.

Currently the portfolio incorporates the Cummins, Cummins Power Generation and Cummins Onan brands, but as of now, 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 gen-sets, will be repositioned as a generator product line under the newly unified Cummins brand in the RV market.

“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, director, Marketing Communications, Consumer, Marine & Infrastructure Segments at Cummins. “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.”

Cummins will also be permanently changing all “Fun Roads” branding to Cummins RV moving forward and the Fun Roads brand will also be retired. The Fun Roads website provides information for RV owners, including parts information, accessories and supplies, RV service and classifieds, loans, insurance, resources for buying or selling RVs and safety tips. As Onan will now be repositioned as a RV product line, with the new rv.cummins.com website and social media platforms serving as tools for recreational vehicle owners to find relevant information like product specs and a sales and service locator.

Rebranding will take place globally on all marketing activities, as product branding changes across all manufacturing plants this month, the company said.

This is the latest move in the reorganization of the Cummins High Horsepower engine business and Cummins Power Generation business into a single business unit, Cummins Power Systems. That change became effective in April 2016 and since then, the company has been moving deliberately to refocus all brand marketing toward the Cummins badge.

“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,” said Norbert Nusterer, president – Cummins Power Systems. “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.”