Terex Trucks is no more, redesigns itself as Rokbak

A Rokbak hauler shines its headlights at the camera and shows off its new look.

Articulated hauler specialist Terex Trucks rebrands as Rokbak and announces its vision for a new future. The Scottish manufacturer unveiled the new brand at a digital launch event on September 1.

For four decades, Terex Trucks served the industry, delivering articulated haulers. Now, the company believes that with their legacy cemented, their new name, Rokbak, represents a future of significant advancements and new strategic priorities.

“Our company has an incredible history and a proud heritage,” said Paul Douglas, Managing Director. “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 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.”

New colour, boosted productivity

With their foundation from Terex Trucks, Rokbak claims that the new 28-tonne payload RA30 and 38-tonne payload RA40 are the most productive and efficient articulated haulers the company has ever made.

As part of the new launch, the machines will now come in Rokbak colours. According to Rokbak, the RA30 and RA40 deliver better fuel economy, lower emissions, improved safety and greater durability.

A Rokbak hauler on rocky terrain, with windmills in the background.

“We’re very excited to reveal our new brand, and of course our haulers are the shop window,” continued Paul 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.”

Four key areas of evolution

Seven years ago, Volvo Group made the acquisition of Terex Trucks. Now, as Rokbak, the company claims that since this acquisition its evolution has been particularly prominent in four key areas: product design, sustainability, safety, and people.

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 (30.9-ton) 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.

A Rokbak hauler drives through rocky terrain.

Also, Rokbak believes that its focus on safety is shown in all areas; particularly in its employees. It claims that changes in processes at the factory have seen a stronger concentration on maintaining employee safety while delivering high standards and low downtime. For the company’s people at the heart of Rokbak, there seems to be a continual focus on professional development, keeping the team at the forefront of skill and expertise. Similarly, Dealer Operating Standards and training aims to ensure high levels of service from the expanded dealer network.

“We are proud and excited to have the modernized Rokbak brand continue as a fundamental part of our organization,” said Melker Jernberg, President Volvo CE and Executive Vice President Volvo Group. “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.”