MOTHERWELL-based Rokbak is celebrating three years of growth since rebranding in September 2021.
The articulated hauler manufacturer revealed it has carved out a unique identity based around ‘robust and reliable products, an unwavering commitment to customers and an instantly recognisable brand’.
Jacqueline Reid, Rokbak head of marketing, communications and product management, reflected, “We had a solid product line at the time of launch, but introducing any new brand has an element of risk. However, we had great support from Volvo Group and a clear understanding of who we are and what we stand for, so we were able to create something that perfectly encapsulates our company, our people and our products. And since we launched our customer focus areas, we’ve been able to evolve that even further.”
Launching the Rokbak brand led to five accolades at the Marketing Society Star Awards 2022. The company’s distinctive machines can now be found around the world operating in demanding applications such as construction, quarrying and mining.
“We set out to create something that not only we could be proud of but that others would be proud to represent,” added Robert Franklin, director of sales for the Americas. “Three years later, we have a strong brand, a strong team and a growing dealer network, all with a positive outlook on the future.”
North America has been one of the biggest success stories for Rokbak. It was here that the company’s first machines were delivered in 2021, with a pair of RA30s sold to earthmoving, utility and clearing company Linco Construction of Houston, Texas, via Easton Sales and Rentals.
Since then, Rokbak added both RA30 and RA40 models have provided ‘excellent’ performance in countries including the UK, Ireland, France, Germany, Indonesia, Papua New Guinea, Australia and New Zealand.
“We’re proud of the market image and enthusiasm generated by the Rokbak brand,” stated Scott Pollock, senior product manager. “Our team members and external partners embraced the opportunities it presented, fostering stronger relationships and delivering a more solidified market presence.”
Rokbak said its success is rooted in its commitment to customers, which emphasises close collaboration with dealers and building personal partnerships with end users and owners.
“We’re fortunate to benefit from strong word-of-mouth referrals and have a wide range of customers and dealers who have a positive view of Rokbak,” added Robert. “We’ve had several third-party approaches to work with us due to this. We have a different approach to others, and customers have confidence that their dealer has solid support from the OEM.”
Rokbak’s Motherwell facility regularly welcomes dealers, customers and operators to tour the factory, take a training session or catch up with colleagues.
Ambitious goals were set prior to the launch, which the company has not only met, but exceeded, including in sustainability. Jacqueline explained, “Rokbak has introduced clearer communications and built a stronger dealer network. We’ve also improved our product sustainability through reduced fuel consumption and adapting to alternative fuels such as HVO. We’re increasing the time between maintenance intervals, to keep uptime high and reduce material disposal to further reduce our impact on the environment.
“It’s amazing to think how far we’ve come in three years. We have the tools and the people to prepare us for future growth too. We’re always moving forward, and already looking forward to the next three years.”
