Rolls-Royce Power Systems unveils branding shake-up
By Ian Cameron11 June 2021
Move will “reinforce” its mtu engine brand
Rolls-Royce Power Systems has unveiled a corporate branding makeover.
Rolls-Royce said it will be the corporate and employer brand and added that the mtu brand will be “reinforced as the sole product and solution brand”.
The company added:“With this new branding, Power Systems is creating clarity at the product and solution level, while at the same time underscoring its affiliation to British parent Rolls-Royce.
“The visible result is that all the business unit’s subsidiaries, which have hitherto had mtu in their names, will be renamed to contain the wording ‘Rolls-Royce Solutions’. At product level, the ‘MTU Onsite Energy’ brand for distributed power supply systems will be discontinued and merged within the mtu brand.
The process starts from June 15, when the five largest operating companies representing mtu products and solutions will be renamed. MTU Friedrichshafen GmbH will become Rolls-Royce Solutions GmbH. The names of the regional companies in America and Asia, and the German subsidiaries in Augsburg and Ruhstorf will include the appropriate geographical references: For example, Rolls-Royce Solutions Americas Inc. The other local and regional companies of Rolls-Royce Power Systems will be renamed by the end of September 2021.
“In this way, we are positioning our world-renowned mtu product and solution brand in the minds and hearts of our customers,” said Andreas Schell, chief executive officer Rolls-Royce Power Systems. “At the same time, we’re benefiting from the Rolls-Royce brand in a global context and bolstering our appeal as an international employer.
“Our new brand architecture lends more clarity as we continue to stand for the highest levels of technological expertise, a solution-centered approach and a true pioneering spirit – characteristics that unite both brands,” Schell added.
Rolls-Royce Power Systems is headquartered in Friedrichshafen in southern Germany and employs around 9,000 people. The product portfolio includes mtu-brand high-speed engines and propulsion systems for ships, power generation, heavy land, rail and defence vehicles and for the oil and gas industry as well as diesel and gas systems and battery containers for mission critical, standby and continuous power, combined generation of heat and power, and microgrids.