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Cummins shifts Onan to Cummins Power Generation brand

Oct. 1, 2013
Cummins is rebranding its residential and light-commercial standby generators under the Cummins Power Generation name, but preserving the Cummins Onan brand for the RV, commercial mobile and marine generator market segments.

Cummins Power Generation, Minneapolis, said 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. These lines will now be branded Cummins Power Generation. The change will be phased in over the next few months.

 “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.”

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