International Truck & Engine Corp. is tagging its engine families with a new brand name: MaxxForce. Starting in 2007, all of the OEM’s on-highway engines, from its light-duty units through the new 11- and 13-liter heavy-duty products built in partnership with German engine maker MAN, will bear the MaxxForce logo.
The re-branding is part of an effort to create more “global awareness” of the company’s engine products, Bob Carso, director of communications for International’s engine group, told FleetOwner.
The new brand name will change traditional International engine nomenclature, Carso said. “For example, the DT 466 today will be called the MaxxForce DT in 2007. Likewise, the VT 275 engine from our V-6 lineup would bear the name MaxxForce 5 in 2007.”