Case Study: Cummins
Securing European leadership for a global engine giant
The Challenge
Cummins, the world’s largest independent diesel engine manufacturer, had a problem that its engineering reputation couldn’t solve on its own. Despite dominant global strength, brand recognition across European markets was inconsistent, market share was underperforming relative to the company’s actual capability, and following a major rebrand, adoption of the new brand standards across 15 countries and an extended dealer network was fragmented and slow.
The gap between what Cummins had built and what the European market believed about it was costing real commercial ground.
Our strategic role
CMB developed and led a regional brand strategy that repositioned Cummins, not as an engine manufacturer, but as a trusted technology and innovation leader across European markets. The work bridged global brand direction with local market activation, ensuring consistency across OEM customers, dealer networks, and end-user communications across 15 countries and 13 languages.
Cummins Europe Overview
What we delivered
Europe-wide brand strategy and rollout – consistent positioning, messaging, and visual standards across all European operations. Repositioning of Cummins as a technology and innovation leader, moving beyond engine manufacturing into a broader trusted partner narrative. New product launch campaigns across multiple countries, coordinated across local markets. Integrated communications across digital, print, and events. Aftermarket parts and loyalty programmes, including a campaign that performed strongly enough to be adopted for global use. A complex, sensitive internal communications programme managing brand change across all European business operations. Extended events and exhibition programme across Europe, including high-profile trade shows.
The Impact
Cummins became the leading diesel engine brand by market share across its core European markets. Brand equity, brand preference, and customer lifetime value all significantly improved. Dealer alignment and regional consistency were established where fragmentation had previously existed. The grey market parts challenge was measurably reduced through stronger brand integrity. The result was a unified brand presence that has supported Cummins’ long-term European growth and an aftermarket campaign adopted globally as a standard.
“CMB Automotive defined our brand strategy to grow Cummins throughout Europe, helping to transform our market position. They have consistently provided Cummins with the highest quality work and they are a key part of the ongoing success of our European operations.”
Mark Dunk | Marketing Manager, Cummins Europe
Trade Shows & Events
Playing a key role in the Cummins marketing strategy, CMB supported multiple international events and exhibitions with stand design, pre-event promotions and event management. We worked with Cummins on a range of high-profile trade shows all across Europe.
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