Allison unveils brand strategy post-Dana acquisition

Allison Transmission Holdings, Inc. has announced its “go-forward brand architecture” following the successful acquisition of Dana Incorporated’s Off-Highway Drive & Motion Systems business earlier this year. Effective immediately, the Allison Transmission and Allison Off-Highway Drive & Motion Systems business units, along with their combined product portfolio, will operate under the unified Allison enterprise brand.

Established product brands within the acquired off-highway business unit, such as Spicer (under licensing with Dana limited), Brevini, GWB, Fairfield and Graziano, will be retained under the master brand. All product brands within the company’s portfolio will continue to be developed, sold and serviced as they were previously.

“Our products have a long history, earning the trust of customers over decades,” said David Graziosi, Allison Chair, president and CEO. “By uniting all of our product brands under Allison, we communicate a consistent strategy and promise to keep the essential industries our customers serve moving forward with confidence.”

The unified brand will be on display at bauma China in November, the benchmark event for Asia’s construction and mining machinery industry. The company will showcase products spanning the full driveline, including axles, transmissions and driveshafts.