Cummins Launches Global Branding Initiative

Cummins Inc. recently announced at its annual meeting a global
branding strategy designed to make it easier for customers to do business with
Cummins worldwide while providing international growth and enduring value for
Cummins stakeholders.

“By creating clarity and consistency with the Cummins brand
worldwide, our external audiences will better recognize who we are and what sets
Cummins — and our customer experience — apart from every other brand,” said Tim
Solso, Cummins chairman and CEO.

“Over the last five years, the company has been reshaped into
a company we are calling ‘The New Cummins’ — a company that is less cyclical,
more diversified, more results-oriented and continuously committed to turning a
greater share of its sales into profits.

The New Cummins branding strategy unites all businesses and
products under the Cummins brand name and leverages the power of the colors of
red and black to give the traditional Cummins logo a bolder look and feel. This
provides a stronger, more recognizable Cummins brand identity that will be
applied globally and across all business units, says company officals.

Effective immediately, new Cummins business descriptors will
be standardized under the new branding strategy, as follows: Cummins Emission
Solutions; Cummins Filtration (formerly Fleetguard); Cummins Fuel Systems;
Cummins Generator Technologies (formerly Newage); Cummins Power Generation and
Cummins Turbo Technologies (formerly Holset)

“For the first time, the depth and diversity of The New
Cummins will be communicated with one brand voice worldwide,” Solso says. “And
more importantly, it will be instantly recognized and understood by our
customers no matter how far business may take them and Cummins in the global
marketplace.”