Dexter Axle Company, a wholly-owned subsidiary of DexKo Global Inc., a supplier of running gear, chassis assemblies and related components, launched a long-term brand strategy for its trailer parts and accessories.
Dexter’s steady growth over the past few years resulted in new teammates, new customers and new product offerings. To reduce Dexter’s brand portfolio complexity, the company is rebranding the Rockwell American and Redneck Trailer Parts distribution branches to Dexter. Additionally, Rockwell American manufactured fender and spring products will be sold as Dexter products.
Adam Dexter, president and CEO of Dexter, said consolidating the product offerings makes it easier for customers.
“We thank the loyal customers of Redneck, Rockwell, and Dexter,” Dexter said, “and look forward to continuing our long-lasting relationship.”
Building signs, truck graphics, business cards, websites, order documentation and many other items will transition to the Dexter logo and company name over the next few months. This new brand structure will bring clarity, making it easier to navigate product offering and support the Dexter customer base.
