Meritor now the home where the buffalo -- er, bull -- roams

Dustin Walsh covers auto suppliers for Crain's Detroit Business, an affiliate of Automotive News.

As reported in this blog back in January, ArvinMeritor Inc. has officially dropped Arvin from its moniker and is now known as Meritor Inc. -- and that's no bull.

No, seriously, that's not a bull…is it?

I was thinking a flying buffalo, which is remarkably close in appearance to the Buffalo Wild Wings' flying buffalo.

You be the judge.

The company says it's just a gnarly bull.

"Our logo, the Meritor bull, represents strength, agility and global reach," this company said in a release.

Either way, that mythical-looking bovine is now known as Meritor!

ArvinMeritor, er…Meritor, spent the last two years trimming away its passenger vehicle segments, refocusing on commercial truck, trailer, defense and the automotive aftermarket.

Meritor, and the bull, are throwbacks to 1997 when Rockwell Industries Corp. spun off its automotive unit, before merging with Columbus, Ind.-based Arvin Industries Inc. in 2000.

The bull has been the logo of the company's commercial truck business since 1997 (Buffalo Wild Wings, by the way, established its logo in 1996). But for corporate purposes, the Meritor bull disappeared after the 2000 merger. Now it's back as the corporate logo.

The Meritor name is globally recognized in global commercial markets already, Krista Sohm, senior director of corporate communications and media relations, told me in an e-mail back in January.

"The Meritor name is recognized around the world," said CEO Chip McClure said in an e-mailed statement. "The brand represents characteristics we are known for -- reliability, durability and quality. We are now organized to focus entirely on products and technologies for our commercial vehicle and industrial customers around the world."

As of Wednesday, Meritor's ticker symbol on the New York Stock Exchange changed from ARM to MTOR.

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