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Prioritising customer and dealer needs leads to strong EMEA performance for Rokbak

Price advocates that maintaining strong relationships is integral to Rokbak and sustained success. (Image source: Rokbak)

Rokbak, a leading manufacturer of off-highway articulated haulers, has seen unit sales increase by 25% and unique customer numbers grow by 45% over the last 12 months in Europe, the Middle East and Africa (EMEA)

Beyond this, the company has recorded a 40% returning and 60% new business customer base in 2023 which it has suggested indicative of its strong customer satisfaction in product investment, aftersales support and the development of key partnerships. 

Kenny Price, Rokbak regional sales manager EMEA, commented, “When customers buy machines, they buy them to perform and do a job – sometimes up to 24 hours a day, and so they need to be reliable. Rokbak trucks are popular with customers because they are hardworking, robust and durable.

“Our increased unit sales in 2023 are welcome confirmation of confidence in the product, that it’s working well for the customer, and that customers enjoy working with Rokbak and our dealer partners. New customers coming into the Rokbak fold are starting to see the benefits they can get from investing in our products, in particular regarding the trucks’ performance and fuel efficiency. We’re always looking to strengthen existing relationships and start working with new customers.”

Price continued, “The customer really values support, the OEM being fair and trustworthy, and doing exactly what we say we’re going to do. It definitely helps that, at Rokbak, we’ve got a passionate team with a wealth of experience and decades of hauling heritage. We strive for the best for our customers and dealers.

“We’re a close group – there aren’t thousands of us – and we only manufacture haulers, so we are extremely focused on being the experts in our field. We stay down-to-earth and form close bonds with customers and dealers – it’s a partnership – and I know this is appreciated by everyone we work with.”

The company stated that EMEA is a strong market for articulated dump trucks, with several important territories.

“The UK market is incredibly important to Rokbak and the trucks we manufacture,” explained Price. “This is particularly true when large-scale projects come up, which are ideal for our RA30 and RA40 articulated haulers. Investing time in the dealer means investing time in the customer. The aftersales support is so important to them, and so it’s important to us. Customer visits, technical product training and information are the framework of our system. The product needs to do its role but when it comes to things like servicing and maintenance, it’s about being there and acting responsibly and quickly to any customer requirements.”