Dexter, a Subsidiary of DexKo Global Inc., Announces Distribution Brand Strategy
NOVI, MICHIGAN (December 14, 2021) – DexKo Global Inc., the global leader in highly engineered trailer running gear, chassis assemblies, and related components, recently announced that its wholly-owned subsidiary, Dexter Axle Company (“Dexter”), launched a long-term brand strategy offering trailer parts and accessories through distribution under the trusted 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’sbrand portfolio, we are rebranding our Rockwell American and Redneck TrailerParts distribution branches to Dexter. Additionally, Rockwell American manufactured fender and spring products will be sold as Dexter products, a brand customers know and trust.
“Consolidatingbrands and product offerings 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.”
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 our customer base.
Dexter is excited to continue expanding our product offering and services to the industries we serve. For over sixty years, Dexter 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 we serve. 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.
