Dexter Axle Announces Brand Strategy

Dexter Axle Announces Brand Strategy

The company launched a long-term brand strategy offering trailer parts and accessories under the brand Dexter.

DexKo Global Inc. global supplier of highly engineered trailer running gear, chassis assemblies, and related components, announced its wholly-owned subsidiary, Dexter Axle Company (“Dexter”), launched a long-term brand strategy offering trailer parts and accessories through distribution under the brand Dexter. 

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 says it 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.  

“Consolidating brands and product offering will make it easier for our customers and allow us to offer higher levels of quality and service,” states Adam Dexter, president and CEO, Dexter. “We thank the loyal customers of Redneck, Rockwell, and Dexter and look forward to continuing our long-lasting relationship.”

Over the course of the next several months, Dexter says building signs, truck graphics, business cards, websites, order documentation and many other items will transition to the Dexter logo and company name. The goal of this new brand structure will bring much needed clarity, making it easier to navigate our product offering and support our customer base, Dexter adds.

For over 60 years, Dexter says it has been recognized as a leader and a strong and dependable brand within our industry. Consolidating the brands of our more recently acquired business units will bring clarity and assured stability for the next 60 years of continued partnership with all the customers its serve, says the company. “We have forged strong partnerships in numerous channels across our industry and we are committed to continuously supporting our valued partners in all aspects of our business,” says company officials. 

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