ARTICULATED hauler specialist Terex Trucks has announced it has rebranded as Rokbak.
The Motherwell-based manufacturer unveiled the new brand at a digital launch event attended by dealers, customers, and Volvo Group colleagues from around the world.
The new brand has been described as representing the continuation of the firm’s ‘strong hauling heritage’ with a ‘future-focused vision’.
“Our company has an incredible history and a proud heritage,” said MD Paul Douglas. “Seven years ago, we became a member of the Volvo Group, which allowed us to make major improvements in every part of our business. Millions of pounds have been invested in improving our products, modernising our facilities, expanding our network, and developing our people.
“It has been a process of continual evolution. That’s why we feel it’s right to recognise this evolution with a new brand name to launch an exciting new chapter in our history. And we’ll keep investing to further improve our machines for our customers.”
As part of the new brand launch, the RA30 and RA40 machines now come in Rokbak colours and livery.
“We’re very excited to reveal our new brand, and of course our haulers are the shop window,” Paul Douglas added. “Rokbak stands for power, performance and reliability. We already have a very healthy order book for the new brand, and we want to further expand our reputation, dealer network and market share.
“We’re still the same skilled, experienced, and passionate team, committed to making rock-solid haulers every day. But we also have a clear vision for where we want to go and who we want to be.”
As part of the Volvo Group, Rokbak revealed it has experienced ‘steady evolution’ over the past seven years. The company has introduced Stage V engines, while other improvements include a new transmission on the 28-tonne machine, the introduction of the Haul Track telematics, and a stronger focus on operator wellbeing and safety. The firm’s manufacturing plant has transitioned to 100% renewable energy.
Melker Jernberg, president Volvo CE and executive VP Volvo Group, commented, “We are proud and excited to have the modernised Rokbak brand continue as a fundamental part of our organisation. We believe in a sustainable future, innovation and the power of our people and we see that all encapsulated in Rokbak. At the same time, the company has its own personality, heritage and loyal customer base and it will be exciting to see the brand evolve further as it sets out on this new stage of its journey.”
