Rokbak enjoys early success in North American market following rebranding

ROKBAK has hailed a ‘strong’ sales start in North America following the firm’s recent rebranding from Terex Trucks, revealing that orders for the RA30 and RA40 articulated haulers are already ‘piling up’. 

Rokbak was launched at the start of September. The Motherwell-based manufacturer – part of The Volvo Group – said orders have been confirmed from almost all dealers across the US since then. 

The first Rokbak units have been rolling off the production line in Motherwell for weeks now and shipped to customers worldwide. A large number are destined for North America and the first units have already arrived, with dozens more due to arrive in the coming months.  

“We are so thankful for the loyalty and support of our customers and dealers in the U.S. and worldwide,” said Paul Douglas, MD of Rokbak. “We are excited to demonstrate our passion, personality and skill under our new brand and can’t wait to see the first units at work on project sites.”

Robert Franklin, director of sales – Americas at Rokbak, said the success offered proof that the introducing the new brand was the right thing to do. “We knew once we launched as Rokbak that the response would be positive because we have such a strong relationship with our dealers,” he explained. “But even we were surprised by just how successful our new direction has been.

“We’ve got a long history in the U.S. and Canada in our previous incarnation, but it’s exciting to see how enthusiastic our partners are about our new direction and backing up that enthusiasm with multiple orders.”

Kyle Fuglesten, COO at Hills Machinery, added that the identity of the new brand was instantly recognisable. “Although the Rokbak brand has only existed a couple of months, it’s evolved from one of the world’s oldest hauler manufacturers,” he said. “We’ve been really impressed by the new branding – there is absolutely no doubt what it stands for.

“The team’s commitment to hard work, reliability, performance and environmental care are front and centre – and with the Volvo Group’s backing, the quality is 100% guaranteed.”