Rokbak reaches three year mark for US presence

Rokbak, a maker of articulated dump trucks (ADTs) based in Motherwell, Scotland, United Kingdom, says it is marking its three year anniversary since linking up with Easton Sales and Rentals of Texas, which in 2021 became the first company in the United States to take delivery of a Rokbak truck.

“Fast forward three years, and the U.S. dealer is still enjoying” its partnership with Rokbak, says the truck maker, with the U.K. company quoting an executive with Easton Sales and Rentals, Humble, Texas, as calling the agreement “one of the best decisions we’ve ever made.”

Shortly after the Rokbak brand was unveiled in September 2021, a pair of its RA30 ADT trucks were the first to be dispatched from the factory in Motherwell and were sent to Easton, “marking the beginning of the Rokbak journey into the public arena,” says the U.K. company, which is a member of the Volvo Group.

“When they first hit the yard, everybody liked them,” says Jeff Udelson, a managing principal of Easton. “Not one person had a bad thing to say about them. It’s such a good looking truck and the new colors really stood out” he says of the brand’s sand color scheme.

Continues Udelson, “We knew we were onto a good thing. Today, Rokbak haulers are some of the most productive and competitive trucks on the market and we’re proud to say, ‘We got there first.’”

Rokbak says three years later, Easton remains “a key Rokbak dealer in North America.” The firm says the U.S. and Canada make up the biggest ADT market in the world and account for around 60 percent of Rokbak’s sales.

The company says it started strong in Texas, with Easton’s first RA30 models “immediately provided on a three-year lease to Texas-based Linco Construction, to help with earthworks, underground utility and clearing work on the company’s projects.”

After that lease expired, says Rokbak, Easton added the trucks back into its own rental fleet, “where they continue to deliver productive performance.”

“We now rent out the trucks for big, high-profile dirt jobs,” says Udelson. “In Houston, these are typically excavation areas for detentions basins, tilt-wall construction and distribution centers.”

At the 2023 ConExpo-Con/Agg event in Las Vegas, Easton was named Rokbak’s North American Dealer of the Year for 2022.

“From day one, we’ve felt the benefit of working with Rokbak,” says Udelson. “We knew we were investing in a brand that shared our values of quality, innovation and customer satisfaction. Looking back, it's been one of the best decisions we’ve made.”

Rokbak says in a three-year span awareness of its trucks “has significantly increased over the past several years,” and that Rokbak models can be found working in applications California, Canada, Tennessee and Texas.

“We’re proud that Easton Sales and Rentals acquired the first Rokbak trucks and have helped the brand develop such a strong reputation,” says Daniel Meara, regional sales manager for Rokbak in North America.

“We have a productive and reciprocal relationship, which we believe will sustain us long into the future,” adds Meara. “We’re continuing to cultivate long-standing dealer partners in North America, and Easton’s enthusiasm for the brand and the product has been integral to establishing Rokbak as the industry benchmark for performance, power and reliability in this important market.”

The Rokbak brand was introduced by the Volvo Group in 2021. In 2014, Volvo purchased the dump truck manufacturing assets of U.S.-based Terex Corp., which includes the facility in Scotland at which Rokbak trucks are made.