Cummins Inc. has announced that its Onan brands will be retired and the famous brand name synonymous with mobile and marine gensets will be repositioned as a generator product line under the newly unified Cummins brand only in the RV market.
While it’s sad to think that boaters will no longer be able to buy an Onan for their boat, we will be able to buy the same generator branded as a Cummins.
Cummins says it is unifying its brand strategy across its Power Systems business segment, which provides high-speed engines from 760-4400hp and power generation equipment including standby and prime power gen sets, alternators, switchgear and other components.
Currently the portfolio features the Cummins, Cummins Power Generation and Cummins Onan brands. With immediate effect, the branding will be consolidated under the Cummins brand.
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 RVers across to find relevant information like product specs and our sales and service locator.
"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.
"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 (2017).
After all these years, no other marine generator has achieved the brand recognition and identity as Onan. Boaters just refer to their gennie affectionately as an Onan. I don’t think Cummins will achieve that synonymity. Vale Onan.
More at Cummins South Pacific.