Page 64 - Hub-4 Magazine Issue 76
P. 64

What a difference a year
makes: Rokbak turns 1!
One year ago today, a bold new name was revealed to the construction world. Building on eight decades of hauler heritage, and seven previous years of major improvements, the Rokbak brand was immediately a hit worldwide.
Celebrations are underway in Motherwell, Scotland to mark an extraordinary first year of operation for Rokbak. In the 12 months since Managing Director Paul Douglas announced the surprise rebranding of Terex Trucks at an online launch event, the company has enjoyed multiple successes, confirming the decision to replace an established industry name with a new, unique one was the right thing to do.
“We all had huge faith in the new brand and felt that its message of rugged reliability and strength, coupled with its strong hauling heritage and future-focused vision, was a winning combination,” says Paul. “We fully understood the pressing reasons to rebrand – most notably, to better highlight the huge improvements to our haulers that had been made since the Volvo Group acquisition in 2014. And, gratifyingly, our customers and dealers recognised that too, and they’ve wholeheartedly embraced our new brand.”
With a substantial order from Rokbak’s UK dealer, Molson Group, during the launch event on September 1st –¬ which was viewed by 600 people in 22 countries – this affirmation was virtually instantaneous. Paul has already described how some existing dealers were literally jumping for joy afterwards, and as Jacqueline Reid, Global Director Marketing Communications & Product Management, will reveal in a
  | p64 | Sept/October 22 - Issue 76

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