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Rebranded Perkins unveils global strategy to advance sustainable power

By Stephen Elliott

September 17, 2023

Perkins Engines Co.Perkins rebrand, Peterborough, UK, has rebranded with a promise of “delivering smarter solutions to advance sustainable power” and a renewed purpose in helping customers build and power a better, more sustainable world, the company says.

“The world’s transition to a lower-carbon future is driving our customers to solve problems in dramatically different and often more complicated ways than they have faced in the past,” says Steve Ferguson, president, Perkins. “So, Perkins is transforming to help them solve those problems.”

A subsidiary of Caterpillar for over 25 years, Perkins pioneered diesel engine power in the 1930s and has manufactured more than 22 million engines. Over 4.5 million are in use in more than 5,000 different applications today.

A new Perkins tagline, “Together, we power ahead,” a bolder visual identity and a revitalized communications approach based on the adventurous spirit of founder Frank Perkins and Perkins’ heritage of exploration, will help better inform and engage customers as they work to overcome challenges and progress toward their ambitious power and sustainability goals, the company says.

“This rebrand marks a major milestone in Perkins history — a transformational moment that will help define our industry’s future and give us all a chance to make an enduring impact on humanity,” says Ferguson. “And, in an increasingly competitive battle for top talent, that’s an incredibly attractive incentive: the opportunity to relentlessly challenge the status quo; tackle the most difficult technical, operational, and environmental problems we face today; and invent new sustainable technologies and systems our customers need now.”

Perkins makes transformational changes 

To demonstrate its commitment to customer-focused problem solving and advancing sustainable power, over recent years Perkins has made transformational changes spanning its worldwide operations, innovation strategy, research and development, and product and service offerings, including aftermarket support.

“We’re excited to partner with customers and unlock opportunities to push past what’s possible in ways only Perkins can,” says Jaz Gill, vice president, global sales, marketing, service and parts.

The company says it is continuously developing and optimizing a large, fast-growing portfolio of advanced power product and service solutions designed to help customers manage the energy transition to a more sustainable, lower-carbon future, including:

  • 48-, 300- and 600-volt lithium-ion battery solutions with modular designs and factory-installed telematics that Perkins is developing to optimize performance and packaging in numerous next-generation off-highway applications.
  • EU Stage V and U.S. EPA Tier 4 Final industrial diesel engines and industrial open power units (IOPU) that are available today to help original equipment manufacturers (OEMs) reduce greenhouse gas emissions from their machines.
  • A full range of engines that today, without modification, can use a wide range of lower-carbon intensity drop-in fuels such as hydrotreated vegetable oil (HVO) and biodiesel.
  • Highly configurable integrated, end-to-end diesel-electric hybrid powertrains, suitable for a wide range of off-highway applications.
  • Connectivity solutions with hardware reading important engine data, displayed to the customer as timely insights.
  • Leading aftermarket capabilities promoting sustainability through improved fuel efficiency and prolonged machine life cycles, such as Perkins® Hypercare packages and overhaul kits to full replacement engine solutions.