Why Is Terex Vans’ Articulated Truck Line Now Known as Rokbak?
When Volvo Group modified the identify of its Terex Vans articulated truck line to Rokbak earlier this month, it represented the primary time the corporate had created a wholly new model, says Paul Roberts, Rokbak managing director.
North American vendor enter performed an integral position within the rebranding.
VolvoAfter the mud settled following Volvo’s 2014 acquisition of Terex’s articulated and rigid-frame truck traces, “we began having a dialogue with our sellers and clients asking how they felt in regards to the model and what it ought to appear like,” Roberts tells Gear World.
Volvo had modified the division identify to Terex Vans with the understanding it will be a step alongside the best way to new identities. (The inflexible body vehicles — directed primarily on the mining and quarry segments — at the moment are Volvo branded; each truck sorts are manufactured in Motherwell, Scotland.)
And with Terex now concentrating on lifting, materials dealing with and processing, “there was various separation from that model,” Roberts says. “And after fairly just a few years of Volvo possession, there was nonetheless some confusion within the market concerning who we had been. Was it nonetheless a part of Terex or a part of Volvo? Did Volvo purchase Terex?”
About three years in the past, Volvo began to delve into the Terex Truck artic product branding, asking sellers if it was time for a change. “The solutions had been very clear: we needed to begin fascinated by the place the model ought to go,” Roberts says. “We sampled just a few names with some key sellers. We needed to convey that this can be a robust, easy product that is as strong as a rock.”
On the forefront on this effort was the North American articulated truck market. “The North American market is massively essential,” Roberts says. “In some years, it makes up 50% of the world marketplace for articulated haul vehicles, which will be round eight,000 models. North American clients and sellers actually know the product and its purposes.”
Rokbak artics are distributed by round 30 North American unbiased multiline sellers and never by means of the Volvo CE vendor community, which, in fact, distribute Volvo’s in style artic line. “We hold the manufacturers separate,” Roberts says. “It is a totally different platform and design.”
Roberts factors out that the articulated hauler area has comparatively few rivals. He sees two forms of clients: these in search of feature-laden premium merchandise and people wanting easier merchandise. Rokbak merchandise would are likely to attraction to smaller to medium-sized earthmoving contractors. Prime Rokbak markets are Florida, the Carolinas and Texas. The division can also be trying to increase in Georgia and a few areas in Canada.
Right now’s supply-chain issues, nevertheless, have created curiosity in Rokkbak vehicles exterior its regular buyer base, says Roberts. It is a two-edged sword, nevertheless, for the reason that division additionally faces comparable provider points as different OEMs.
Volvo says the 2 Rokbak fashions, the the 30.9-ton RA30 and the 41.9-ton RA40, supply higher gasoline financial system, decrease emissions, improved security and better sturdiness than the earlier Terex Truck fashions, TA300 and TA400. For artics going to the European market, Europe’s Stage 5 engine necessities additionally prompted main modifications within the machine management, consumption and exhaust system that won’t be a part of the North American product.
Volvo traces the Rokbak’s lineage to 1934 when Euclid Highway Equipment constructed what Volvo calls the world’s first off-road truck, the Mannequin 1Z. The vehicles have been made in Motherwell, Scotland, since 1950. Normal Motors purchased Euclid in 1953 and renamed its earthmoving division “Terex,” from the Latin “terra” (earth) and “rex” (king). Terex turned unbiased of Normal Motors in 1987, was purchased by North West Engineering in 1992, forming Terex Company. Volvo Group then purchased the off-road truck line from Terex in 2014.