RBA Consulting

A Digital and Technology Consultancy



A website design that drives brand loyalty

Navistar Truck

Driving Innovation - A New Online Experience for an Industry Workhorse

International Trucks needed a website that was more than just a pretty design but one with functionality and practical tools that performed flawlessly. In other words, a website as tough as their trucks.

International Trucks, the flagship vehicle brand for Navistar, has long been known as the reliable and value-centric “working man’s truck.” After the company went through a major product overhaul, Navistar wanted these changes to be reflected in the online experience for sales, dealers and customers.

As a B2B website, the design needed to incorporate functional elements that would make it a key tool for both dealers and buyers, and is not just an online brochure.

— Bryan Sorensen
Digital Marketing Director for International Truck's parent company, Navistar

Living the Process


Since its launch, web traffic increased 40 percent and nearly a third of the traffic participates in “high value engagement” activity with the new tools. “My team is providing leads that our dealers can actually use and, since nearly 30 percent of the leads delivered to dealers turn into a purchase, we know they are valuable,” stated Sorensen. “In fact, the website is now the #1 lead generator for International Trucks in terms of amount of leads and the level of quality.”