Rokbak celebrates two years as the first new Volvo brand

a rokbak truck

After rebranding from Terex Trucks, Rokbak is celebrating a successful reintroduction of its articulated haulers. 

In 2021, the articulated dump truck manufacturer introduced its new name and colour, seven years after the company was acquired by Volvo. 

The relaunch was kicked off with the introduction of the 28-tonne payload RA30 and 38-tonne payload RA40 haulers — the most productive and efficient articulated haulers the company has ever produced.

The Rokbak name also marked the first time a company acquired by Volvo would be relaunched under a completely new brand name. 

“It was a massive risk, but it was a success,” said Jacqueline Reid, Rokbak’s Global Marketing, Communications and Product Management Director. 

In October, the manufacturer invited media to its headquarters in Motherwell, Scotland, to reflect on the transformation as well as outline the company’s future products. 

Since the rebrand, Rokbak has recorded a 55 per cent increase in global sales, a 13.2 per cent increase in North American sales and a 10 per cent increase in new dealers. 

“We had a queue of dealers waiting to carry our brand,” said Guy Wilson, Rokbak’s Global Sales Director. 

In fact, sales have outpaced the Motherwell factory’s ability to produce machines. Facing a labour shortage, Rokbak has been actively recruiting more staff to its factory floor to reach its production capacity.

“We’re up to speed now, but over the last couple of years we could have sold more,” Wilson said. “We’ve got an order backlog going well into next year. There are machines out in the yard, but virtually every single one of them has a name on it. So effectively, we do not have stock here. It’s literally off the line and then gone.”

Rokbak in Canada

North America represents 50 per cent of the articulated truck market. In Canada, Rokbak has partnered with several dealers in the west, and is now looking to fill gaps in Ontario and Quebec. 

“To be honest, we should be doing better in Canada than we are,” Wilson said. “The dealers we have are starting to engage. I think they’re starting to come to us. They’re starting to appreciate the brand.”

In North America the trucks are in use on aggregate and construction sites as well as in the Canadian oil fields. So far, the RA30 is proving to be the more popular option for Rokbak customers. 

“One of the reasons is there’s a lot of RA30s that go into rental fleets,” Wilson said. 

Next gen art trucks

Inside the Rokbak factory in Motherwell, Scotland.

Rokbak is now working on its first major updates to the RA30 and RA40 since the trucks’ launch, which includes a new cab and new electrical architecture. 

“We’re always striving to improve the machines. We gather customer feedback, and we’ll see where we can fit that into current product improvements,” said Rokbak Product Manager Charlie Urquhart. “We’re constantly talking to the customer, either when they come here, or on their sites.”

In the cab, the next generation trucks will include a new, simple-to-use control layout and human-machine interface, as well as improved ergonomics, more storage, optional integrated systems and easier access to service components. 

“So, there’s a lot more space in the cab than there was before. And there’s a nice big new instrument panel in the centre and a lovely digital dash. It’s a really good piece of kit,” Urquhart said. 

More news from Rokbak

The new electrical system includes additional controllers, new proven switchgears and improved durability. 

“We can offer flexibility and growth for customer adaptations because we’ve got this new architecture,” Urquhart said. “But the most important thing about having this new architecture is it’s a platform for future driveline technologies and mobility that gives us that stepping stone towards that.”

The updates also improve upon diagnostics and machine connectivity as Rokbak will be able to perform over the air software updates. 

“That gives us two advantages. One is reduced downtime, as the truck spends less time sitting there waiting for someone to turn on the laptop,” Urquhart said. “The second thing is sustainability. Instead of having someone drive X number of hours to go and do this job, we can do from the office.”

The cab and electrical system updates are currently being tested on a prototype truck. 

“We want to make sure that it is right for the market. So, there will be some prototypes going out before we actually go into production,” said Scott Pollock, Rokbak’s Senior Product Manager. 

The manufacturer is also working on a new Rokbak platform that will replace the existing RA30 and RA40 models. Rokbak is working with the Volvo technology team to create the new platform that will feature a scalable design and common platform architecture. 

While the next generation articulated dump truck design will be powered by a diesel engine, the new design will prepare Rokbak to incorporate future power source options. 

“We’ve got to focus on performance, productivity and uptime, sustainability, TCO and connectivity,” Urquhart said. 

“Our key product themes are directly feeding into this new platform.”