Rokbak: Three years on

Company celebrates three years of high-quality hauling and positive growth around the world

IN September 2021, the Rokbak brand was born. Three years later, the distinctive articulated haulers can be found all over the world. Here, three Rokbak team members reflect on the journey so far and celebrate some of the company’s defining features.

Since the rebranding, the Scottish articulated hauler manufacturer has carved out a unique identity based around robust and reliable products, an unwavering commitment to customers, and an instantly recognizable brand.

‘We had a solid product line at the time of the launch, but introducing any new brand has an element of risk,’ commented Jacqueline Reid, Rokbak’s 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.’

The launch of the Rokbak brand proved a huge success and led to five accolades at the Marketing Society Star Awards 2022. The company has gone on to become a leading name in articulated dumptrucks in just three years, with its distinctive machines delivering productive and profitable performance to customers worldwide, in demanding applications such as quarrying, mining, and construction.

‘We set out to create something that we could not only be proud of, but that others would be proud to represent,’ added 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 success stories for Rokbak. It was here that 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 the RA30 and RA40 models have provided excellent performance in all hauling conditions for customers around the world. From muddy terrain to slippery slopes, and from scorching heat to sub-zero conditions, the trucks are moving earth and materials in the UK, Ireland, France, and Germany, as well as Indonesia, Papua New Guinea, Australia, and New Zealand.

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

Rokbak say their success is rooted in their commitment to customers, which emphasizes close collaboration with dealers and building personal partnerships with end users and owners. This strategy has been a cornerstone of the company’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,’ said Robert 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 their Motherwell production facility where they regularly welcome dealers, customers, and operators to tour the factory, take a training session, or catch up with colleagues.

Ambitious goals were set for Rokbak prior to the launch in 2021, which the company has not only met, but exceeded, including in sustainability, as Jacqueline Reid explained: ‘Rokbak have introduced clearer communications and built a stronger dealer network, but we’ve also improved our product sustainability through reduced fuel consumption and adapting to alternative fuels such as HVO. We’re also increasing the time between maintenance intervals, to keep uptime high and reduce material disposal to further reduce our impact on the environment.

‘It’s amazing to think how far we’ve come in three years. We have the tools and the people to prepare us for future growth too. We’re always moving forward, and already looking forward to the next three years.’