Is Rebranding Going to Help Iveco in Australia?

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In the lead-up to its spin-off from CNH Industrial in early 2022, Iveco has been renamed to Iveco Group, but is rebranding going to help Iveco in Australia? This is the question being asked as the global truck, bus and engine maker unveiled a new logo that showcases the eight brands under the Group’s ownership.

At the core of the Group’s companies are Iveco and FPT, flanked by two Iveco bus brands, Iveco’s defence vehicle arm, specialist construction and firefighting divisions, and the Group’s finance arm.

“Together, with their individual strengths and capabilities, I am confident that our brands will all work together to grow our business and reach our high ambitions,” said Gerrit Marx. “This Group name, logo and colour scheme will naturally replace the CNH Industrial name, logo, and colours in our perimeter and we will issue more detailed instructions and a timeline on how this is going to be carried out in the next months and throughout 2022. Contextually, I also want to reassure all of our customers, dealers, suppliers, partners and other stakeholders that there will be no business interruption throughout the spin-off process…”

Here in Australia, the Iveco organisation has been led by Michael May for the past two years and undergoing organisational changes of its own and the company readjusts to the new realities of the Australian truck market.

As he told PowerTorque in an interview earlier this year, Michael is well aware of the situation, coming from an engineering background and previously serving as general manager for Mercedes-Benz trucks here in Australia.

“The way people are buying products has changed, you have got to offer a solution, it has to be a complete package,” said Michael. “In Iveco, we have got all of these pieces, in my view. We need to bring them all in and offer a solution that’s packaged. We have got finance, we have got good maintenance and repair, we have good dealers and the right product. We have got to get all of these key components right and then take that to market.

“Because the fact is that the trucks are pretty good to drive, they are a good product and the reliability people are getting is awesome. We need to get to the point where we are on the list of options for an operator.”

is rebranding going to help Iveco in Australia?

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