Day: September 20, 2021

When Volvo Group changed the name of its Terex Trucks articulated truck line to Rokbak earlier this month, it represented the first time the company had created an entirely new brand, says Paul Roberts, Rokbak managing director. North American dealer input played an integral role in the rebranding. RobertsVolvoAfter the dust settled following Volvo’s 2014 acquisition of Terex’s articulated and rigid-frame truck lines, “we started having a dialogue with our dealers and customers asking how they felt about the brand and what it should look like,” Roberts tells Equipment World. Volvo had changed the division name to Terex Trucks with the understanding it would be a step along the way to new identities. (The rigid frame trucks  directed primarily at the mining  and quarry segments  are now Volvo branded; both truck types are manufactured in Motherwell, Scotland.) And with Terex now concentrating on lifting, material handling and processing, “there was quite a lot of separation from that brand,” Roberts says. “And after quite a few years of Volvo ownership, there was still some confusion in the marketplace regarding who we were.