Establishing Credibility in a New Market

Challenge

With the BESS market evolving rapidly, Cummins was required to take on 
new competitors, many of whom compete aggressively on price. They also 
faced the challenge of conveying highly technical product advantages to 
an audience unfamiliar with their presence in this sector. They needed a 
strategic marketing approach to bridge their legacy of power generation 
with forward-looking innovation.

In addition, the wide range of potential applications for BESS, from 
commercial and industrial uses to utilities and remote installations, 
made it difficult to create unified messaging.

Solution

It all started with ensuring the product line had a bold, easily recognizable 
look. Luxid developed visual elements for a Zero Emissions product line, 
including an icon that could be used throughout BESS materials and other 
renewable energy campaigns.

With this foundation in place, Luxid partnered with Cummins to develop 
and execute a go-to-market strategy tailored to the renewable energy 
market. This included in-depth market research and messaging frameworks 
that translated complex technical benefits into clear customer values.

The Luxid team also developed a suite of visual assets that showed the product in multiple real-world environments. This allowed the messaging to flex across 
markets while reinforcing the system’s versatility and integration within the 
company’s broader power solutions.

Through targeted messaging, visual storytelling, and strong sales materials, 
we emphasized how BESS fits seamlessly into the robust Cummins 
portfolio of end-to-end power solutions. Their capability to support fully 
integrated systems provided a strong differentiator compared to many of 
the new competitors, which are narrowly focused on BESS.