Rokbak celebrates three years of global growth

In September 2021, Motherwell, Scotland was home to the launch of the Rokbak brand of articulated haulers, and a lot has happened since then. After rebranding three years ago, Rokbak has been focussed on building a unique identity based on robust and reliable products, a commitment to customers, and an instantly recognizable brand.

"We had a solid product line at the time of launch, but introducing any new brand has an element of risk," says Jacqueline Reid, Rokbak head of marketing, communications, and product management. "However, we had great support from Volvo Group and a clear understanding of who we are and what we stand for, so we were able to create something that perfectly encapsulates our company, our people, and our products. And since we launched our customer focus areas, we've been able to evolve that even further."

Working to be notable from the outset

After the launch, the new Rokbak brand won five awards at the Marketing Society Star Awards 2022. The company has gone on to become a well-known name in articulated dump trucks in just three years, with its machines designed and built to deliver productive and profitable performance to customers worldwide, in applications such as construction, quarrying, and mining.

"We set out to create something that not only we could be proud of but that others would be proud to represent," adds Robert Franklin, director of sales for the Americas. "Three years later, we have a strong brand, a strong team, and a growing dealer network, all with a positive outlook on the future."

North America has been one of the biggest markets for Rokbak's articulated haulers. It was where the company's first machines were delivered in 2021, with a pair of RA30s sold to earthmoving, utility, and clearing company Linco Construction of Houston, Texas, via Easton Sales and Rentals.

Since then, both RA30 and RA40 models have proved themselves in all hauling conditions to customers around the world. From muddy terrain to slippery slopes, from scorching heat to sub-zero conditions, these trucks are moving earth and materials in the UK, Ireland, France, and Germany, and on to Indonesia, Papua New Guinea, Australia, and New Zealand.

"We're proud of the market image and enthusiasm generated by the Rokbak brand," says Scott Pollock, senior product manager. "Our team members and external partners embraced the opportunities it presented, fostering stronger relationships and delivering a more solidified market presence."

Dedicated to customer service and dealer partnerships

Rokbak's business plan emphasizes close collaboration with dealers and building personal partnerships with end users and owners. This strategy has been a cornerstone of Rokbak's growth, with its dealer network expanding as the brand's reputation continues to grow and customer satisfaction increases.

"We're fortunate to benefit from strong word-of-mouth referrals and have a wide range of customers and dealers who have a positive view of Rokbak," says Franklin. "We've had several third-party approaches to work with us due to this. We have a different approach to others, and customers have confidence that their dealer has solid support from the OEM."

Rokbak's culture of openness extends to its Motherwell facility where it regularly welcomes dealers, customers, and operators to tour the factory, take a training session or catch up with colleagues.