The Rolls-Royce Group says that its Rolls-Royce Power Systems business unit, with its core brand MTU, is to “present itself more clearly in future as an integral part of the British Rolls-Royce engineering group.”
A new brand architecture is evolving, that will be visibly implemented as of autumn with the launch of the new MTU website. Rolls-Royce will be the corporate brand and the employer brand. The companies within the business unit that include MTU in their names will be given a new designation.
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.
One of the first visible steps to be taken will be the renaming of four operating companies, which manufacture products and solutions: MTU Friedrichshafen GmbH will thus become Rolls-Royce Solutions GmbH in autumn 2019. This will be followed by MTU America Inc., which in future will operate as Rolls-Royce Solutions America Inc. Today’s 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 based on the above examples. The products of Bergen Engines will also be part of the new brand architecture.
“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.”
Additionally, company employees will be given e-mail addresses with the domain suffix @rolls-royce.com, plus new working clothes that will emphasize the affiliation of the MTU brand with Rolls-Royce.