DexKo Global Inc., provider of trailer running gear, chassis assemblies and related components, recently announced that its wholly owned subsidiary, Dexter Axle Company, launched a long-term brand strategy offering trailer parts and accessories through distribution under the Dexter brand.
During the past several years, Dexter’s steady growth has added new teammates, new customers and new product offerings. To reduce the complexity of Dexter’s brand portfolio, the company is rebranding its Rockwell American and Redneck Trailer Parts distribution branches to Dexter. Additionally, Rockwell American manufactured fender and spring products will be sold as Dexter products, a brand customers know and trust, the company says.
“Consolidating brands and product offering will make it easier for our customers and allow us to offer higher levels of quality and service,” says Adam Dexter, Dexter president and CEO. “We thank the loyal customers of Redneck, Rockwell and Dexter and look forward to continuing our long-lasting relationship.”
The company says to watch for changes taking place over the course of the next several months. Building signs, truck graphics, business cards, websites, order documentation and many other items will transition to the Dexter logo and company name. This new brand structure will bring much needed clarity, making it easier to navigate our product offering and support its customer base.