Terex Trucks rebrands as Rokbak
Volvo Group entity says move recognises evolution of brand after investments into product improvement, facility modernisation and network expansion
Articulated hauler specialist Terex Trucks has been rebranded as Rokbak, with the Volvo Group company saying the new brand represents the “continuation of its strong hauling heritage with a future-focused vision”.
The Scottish manufacturer unveiled the new brand at a digital launch event early this month, attended by dealers, customers, media, and Volvo Group members from around the world. A statement from Terex Trucks said that throughout the last four decades, the company has “never wavered in its promise to customers to deliver powerful and reliable articulated haulers – and that legacy remains front and centre within the new brand”. At the same time, the Rokbak name represents an “exciting new future” and reflects the significant advances the organisation has made in recent years as well as its new strategic priorities.
Paul Douglas, managing director, said: “Our company has an incredible history and a proud heritage. 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.”
The investments and improvements in the company’s articulated haulers in recent times have ensured they remain “among the most robust and reliable machines around”, added the statement. Now, with their foundation in the predecessor models from Terex Trucks, the 28t payload RA30 and 38t payload RA40 from Rokbak are the most productive and efficient articulated haulers the company has ever made.
As part of the new brand launch, the machines now come in Rokbak colours and livery. While maintaining the “experienced design, craft and precision that are synonymous with the company’s haulers”, the RA30 and RA40 deliver better fuel economy, lower emissions, improved safety and greater durability.
“We’re very excited to reveal our new brand, and of course our haulers are the shop window. 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,” Douglas added.
As part of the Volvo Group, Rokbak has experienced steady evolution over the past seven years. While this has taken place across the board, it is particularly prominent in four key areas: product design, sustainability, safety, and people.
The company’s statement added that in product design, the company has introduced Stage V engines for better fuel efficiency and operation for customers. Other improvements include a new transmission on the 28t machine, the introduction of the Haul Track telematics, and a stronger focus on operator wellbeing and safety. In terms of sustainability, the company’s manufacturing plant has shifted to 100% renewable energy as well as operating within Science-Based Targets and ISO standards, plus targeting CO2 emission reductions.
Changes in processes at the factory have seen a stronger concentration on maintaining employee safety while simultaneously delivering high standards and low downtime. For the employees in Rokbak, there is a continual focus on professional development, keeping the team at the forefront of skill and expertise. Similarly, Dealer Operating Standards and training ensures the expanded dealer network continues to deliver the highest levels of service, said the statement.
Melker Jernberg, president, Volvo CE, and executive vice president, Volvo Group, said: “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.”
