Dexter, a Subsidiary of DexKo Global Inc., Announces Distribution Brand Strategy

Posted By: Daria Tabota Industry News ,


NOVI, Mich. DexKo Global Inc. 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’s brand portfolio, it is rebranding 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 offerings will make it easier for our customers and allow us to offer higher levels of quality and service,” stated 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 product offerings and support the company's customer base.

Dexter is excited to continue expanding its product offering and services to the industries it serves.  For over sixty years, Dexter has been recognized as a leader and a strong and dependable brand within the industry.  Consolidating the brands of its more recently acquired business units will bring clarity and assured stability for the next 60 years of continued partnership with all the customers it serves.  It has forged strong partnerships in numerous channels across the industry and is committed to continuously supporting its valued partners in all aspects of business. 

For more information, please go to dexko.com. 

About DexKo Global Inc.
DexKo Global Inc. is the world's leading supplier of advanced chassis technology, chassis assemblies and related components with more than 130 years of experience in trailer and caravan components.  DexKo Global was founded at the end of 2015 through the combination of Dexter and AL-KO Vehicle Technology.  With its headquarters in Novi, Michigan, the company employs more than 7,000 associates with 52 production facilities and 49 distribution centers.  DexKo Global Inc. has a turnover of more than US$ 2.2 billion.