AxleTech International announced it intends to redefine its identity and position in the industry with a new name and brand mark. Now known simply as AxleTech, the company’s new brand emphasizes the “tech” in its name, in recognition of its focus on and investments in providing advanced powertrain systems, axles, brakes, components and aftermarket parts for heavy-duty commercial and defense applications.
“AxleTech is a technology company. Now our brand identity is catching up,” said Bill Gryzenia, AxleTech CEO. “We have a long, rich history, but to have a successful future, we need agility and speed. We’re accomplishing this through new partnerships, expertise, solutions, thinking and technology.”
Established in name in 2002, AxleTech traces its industrial roots back 100 years as the original Rockwell International. Since 2015, when the company was acquired by The Carlyle Group, AxleTech has expanded its engineering expertise and invested significant capital in new product development. Armed with this, AxleTech said it is using new technology and assets to develop e-axles, new independent suspension systems, variable-track axles and more for the most powerful vehicles in the world.
The new identity was designed to represent AxleTech’s influence on systems and technologies Between the Wheels, represented by the circles within the A and H in the logo. A change in colors reinforces the company’s focus on technology and new powertrain solutions, including e-axles. “International” was eliminated from the name because it was unnecessary as AxleTech has operations in North America, Europe, India, Asia and South America.
“Our previous brand served us well for almost two decades as we built upon our reputation for custom engineering and manufacturing,” said Mary Petrovich, chairman of the board at AxleTech. “Given our broader transformation and capabilities, we have purposely emerged as a technology leader for commercial and defense vehicles. We want our brand to reflect that.”