Allison is a global leader in high-performance mobility and work solutions covering transmissions, driveshafts, axles, hybrid, electric drivetrains, and gearboxes and components. Allison operates through two business units: Allison Transmission and Allison Off-Highway Drive & Motion Systems. Headquartered in Indianapolis, Indiana, USA, the company manufactures solutions that offer industry-leading value propositions across vital sectors such as infrastructure, mining, energy, agriculture, construction, transportation and national security.
For over 110 years, Allison has been recognised as a reliable partner of choice, keeping essential industries moving in over 150 countries around the world. In January 2026, Allison Transmission acquired Dana’s Off-Highway Drive & Motion Systems business. The combined company employs around 14,000 people in more than 29 countries. Allison is now far more than a transmission supplier. Its brand has to reflect that.
Challenge
Dana’s Off-Highway business brought its own portfolio of legacy corporate and product brands, including Spicer, Brevini, Fairfield and Graziano, among others. Under the terms of the deal, as a carve-out business, Allison is actively moving away from the Dana branding.
Parallel to this brand migration, the Allison name has to grow from a transmission brand into an umbrella enterprise brand for on-highway, off-highway, industrial and defence markets. The brand must also reflect a business that is now truly global, rather than anchored in North America.
Existing brand guidelines were limited and focused on legacy use. The teams delivering the rollout are subject matter experts and functional specialists, not brand change experts. That is where VIM Group came in.
Solution
We started with an impact analysis. It mapped the brand estate and modelled rollout options, costs and risks. As a result, leadership had a clear view on the required rebranding budget. Next, we moved into delivery. Allison's brand PMO owns the brand, while VIM Group leads the workstreams and a Brand Compliance Office. Together with the brand strategy and design partners, we built the new brand system, brand portal and templates. Teams get ready-to-use assets, which reduces rework.
We sequenced the work in clear steps: strategy and architecture first, then guidelines in waves, and finally the rollout across touchpoints. Many touchpoints, such as buildings, fleet, workwear and products, follow their natural replacement cycle, which avoids unnecessary cost. Others, such as the website, templates, PowerPoints and IT applications, are rebranded directly.
Sjoerd Vos, Senior Director Global Brand & External Communications at Allison
Results
The rebranding programme is still in progress, but the foundations are in place and the new brand is already in use inside the business. The brand strategy and visual identity have been approved, and the first wave of brand guidelines is live on the newly developed brand portal.
At the internal launch on 19 October 2026, employees received the core branded assets including email signatures, PowerPoint templates and Teams backgrounds. Brand architecture and the second wave of guidelines are in progress. The Off-Highway brand migration will take place as soon as possible, finishing by the end of 2027 at the latest.
16
workstreams coordinated
116
brand touchpoint types
29
countries in scope
