Terex Trucks rebrand as Rokbak

Rokbak revealed as new name for Terex Trucks in company’s vision for exciting new future

Articulated hauler specialists Terex Trucks have rebranded as Rokbak and announced their ‘vision for an exciting new future’. The Scottish manufacturer unveiled the new brand at a digital launch event on 1 September, attended by dealers, customers, media, and Volvo Group colleagues from around the world.

Throughout the last four decades, the company says it has never wavered in its promise to customers to deliver powerful and reliable articulated haulers – and that legacy remains front and center within the new brand.

At the same time, the launch of the Rokbak name is said to represent an exciting new future and reflects the significant advances the organization has made in recent years as well as its new strategic priorities.

‘Our company has an incredible history and a proud heritage,’ said managing director 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.

Rokbak Managing Director Paul Douglas
Managing Director Paul Douglas speaking during the global digital launch of Rokbak.

‘Millions of pounds have been invested in improving our products, modernizing 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 recognize 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.’

Rokbak says the significant investments and improvements in the company’s articulated haulers in recent times have ensured they remain among the most robust and reliable machines around.

The 28-tonne payload RA30 and 38-tonne payload RA40 from Rokbak are the most productive and efficient articulated haulers the company has ever made

Now, with their foundation in the predecessor models from Terex Trucks, the 28-tonne payload RA30 and 38-tonne payload RA40 from Rokbak are said to be the most productive and efficient articulated haulers the company has ever made.

Delivering better fuel economy, lower emissions, improved safety, and greater durability, the machines also 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,’ continued Mr. Douglas. ‘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 has experienced steady evolution over the past seven years. While this has taken place across the board, they say it is particularly prominent in four key areas: product design, sustainability, safety, and people.

The Rokbak RA30 articulated hauler

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 28-tonne machine, the introduction of Haul Track telematics, and a stronger focus on operator well-being and safety.

In terms of sustainability, the company’s manufacturing plant has shifted to 100% renewable energy and is operating within Science-Based Targets and ISO standards, as well as targeting CO2 emission reductions.

The focus on safety has been emphasized in all areas, but particularly on its employees. 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 company’s people at the heart of Rokbak, there is a continual focus on professional development, keeping the team at the forefront of skills and expertise. Similarly, dealer operating standards and training ensure the expanded dealer network continues to deliver the highest levels of service.

‘We are proud and excited to have the modernized Rokbak brand continue as a fundamental part of our organization,’ said Melker Jernberg, president of Volvo Construction Equipment and executive vice-president of Volvo Group.

The Rokbak RA40 hauling rocks

‘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.’

Rokbak-branded RA30 and RA40 haulers are available in Europe and North America from today and will be available in Asia and Oceania from October.


as published on Agg-Net.com on September 2nd, 2021.
Edited by Ruurd Visser for Linkfiesta on September 2nd, 2021.
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