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New Cummins Brand For Power Generation

Posted on October 1, 2013

Cummins Power Generation announced that it will be pursuing a one-brand strategy for its residential and light commercial standby generators. The company’s air- and liquid-cooled residential and light commercial standby generators were previously marketed under the brand Cummins Onan. Phased in over the next few months, these lines will now be branded Cummins Power Generation.

“This rebranding will help us leverage the strength in the Cummins Power Generation brand, reminding customers that the same brand trusted in some of the largest power applications in the world also powers smaller applications such as homes and small businesses,” said Vivek Malapati, residential and commercial segment leader for Cummins Power Generation.  “The branding strategy also is consistent with global branding for this segment outside of North America.”

Cummins Onan will continue to be an important brand for the company’s line of generators used in recreational vehicles, commercial mobile generators and marine generators, the company said.