Case Study: Torsus
Positioning Torsus as the world’s toughest off-road mobility platform
Torsus set out to do something genuinely bold: introduce the world’s first heavy duty off-road bus – a new vehicle in a category that did not yet exist. They had the engineering capability to back it up. What they needed was a brand capable of launching a new market, credible across adventure, defence, government, and industrial operators simultaneously.
There was no template for this. CMB built one.
The Challenge
Torsus needed more than launch support. They needed a brand capable of leading a new category while appealing to buyers with fundamentally different purchasing cultures, from expedition and leisure operators to defence procurement teams and government fleet managers. Getting the positioning wrong would mean the product would be seen as too niche for commercial scale, or too broad to be credible in any single sector.
Our Role
CMB partnered with Torsus from the ground up, before the brand existed, before the market existed, and before a single vehicle had been publicly shown. We developed the brand strategy, the name, the visual identity, the global launch plan, the PR programme, and the international event strategy.
The positioning work was particularly demanding. We positioned the vehicle as a highly adaptable multi-sector mobility platform without diluting the core extreme-capability message that made it credible across all of them.
“CMB didn’t just create our brand, they helped bring Torsus to life on a global scale. From designing our name and visual identity to managing a complex international launch, their expertise and execution were key to our early success. They delivered a powerful brand, a growing dealer network, and significant interest across multiple markets. CMB played a huge role in making Torsus what it is today.”
Vakhtang Dzhukashvili | CEO, Torsus
What we delivered
Brand strategy, naming, and full visual identity built from zero. Global launch plan and execution across multiple markets simultaneously. PR strategy and media campaign generating coverage across international automotive, defence, and specialist media. International event strategy and execution. Dealer network development support across multiple geographies.
The Results
Global recognition – Torsus went from unknown to globally recognised in under 12 months. Extensive global media coverage established rapid recognition as the leading extreme duty off-road vehicle platform. Demand generated across industrial, defence, government, rescue, leisure, and expedition sectors, exactly the multi-sector reach the positioning was designed to create.
From brand creation to global rollout, CMB helped transform Torsus into the recognised global leader in extreme off-road mobility.
We didn’t just launch a vehicle, we launched a category – with a brand the world couldn’t ignore
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