The new name more directly aligns the company with its continuing commitment to building and delivering specialty vehicle brands, company officials said.
Under the corporate brand, the company manufactures 23 brands of buses, mobility vehicles, ambulances, fire apparatuses, recreation vehicles, terminal trucks and sweepers.
The first priority in the selection of a new name was to ensure it communicated to the marketplace the company’s forward-thinking, international leadership in the industries it serves, according to President and CEO Tim Sullivan. Additionally, it wanted a name representing passion, momentum, and one of which all employees could be proud. Sullivan said the name change meets all of these criteria.
“Like a revving engine letting bystanders know a car is preparing for a quick acceleration, REV communicates to the world that we are set for growth,” Sullivan said. “REV shows speed and engagement in action. REV lets the world know we don’t simply manufacture specialty vehicles — we REVolutionize them.”
In connection with the new name and logo, the company has also introduced a new tagline: “Vehicles for Life.” With more than 5,000 employees building more than 18,900 specialty vehicles every year, Sullivan pointed out that every one of the company’s 23 brands helps “connect and protect” lives around the world every day.
“Whether saving lives by transporting the sick and injured to hospitals, enriching the lives of families as they travel on vacations, or making lives more mobile for those with disabilities, our vehicles are an integral part of everyday life,” Sullivan added. “We believe the REV banner will serve as a strong corporate identity for the role we play both nationally and internationally as we move forward.”