New Brands For Rolls-Royce Power Systems
By Mike Brezonick06 August 2019
The Rolls-Royce Power Systems business unit, with its core brand MTU, said it will present itself more clearly in future as an integral part of the British Rolls-Royce engineering group. A new brand architecture is currently evolving, which will be visibly implemented in the autumn with the launch of a new MTU website.
“The new brand architecture will provide clarity and improve the recognition of our company and its products,” said Andreas Schell, CEO Rolls-Royce Power Systems. “Our new profile is a clear commitment to Rolls-Royce, as its second largest business unit. By the same token, Rolls-Royce is committed to our MTU brand, which is something we are proud of.”
One of the first visible steps to be taken will be the renaming of four operating companies. MTU Friedrichshafen GmbH will become Rolls-Royce Solutions GmbH. This will be followed by MTU America Inc., which in future will operate as Rolls-Royce Solutions America Inc. MTU Onsite Energy GmbH in Augsburg will become Rolls-Royce Solutions Augsburg GmbH and MTU Onsite Energy Systems GmbH in Ruhstorf will be renamed Rolls-Royce Solutions Ruhstorf GmbH. The remaining subsidiaries will successively be given new designations. The products of Bergen Engines will also be part of the new brand architecture.
The new brand structure is intended to support the PS 2030 strategy of the Power Systems business unit and the global growth path. Rolls-Royce will be the corporate brand and the employer brand. MTU, as the brand name customers are familiar with, will continue to be used to identify the company’s products and solutions. The current MTU Onsite Energy brand for decentralized power supply systems will be integrated into MTU.
The new brand profile will be visible with the launch of the MTU brand’s new website this fall. Company employees will be given e-mail addresses with the domain suffix “@rolls-royce.com,” plus new working apparel that will emphasize the affiliation of the MTU brand with Rolls-Royce.