Terex Trucks is a Scottish manufacturer of off-road dump trucks, with a heritage stretching back more than 65 years. The company is focussed on the design, production and service of articulated and rigid dump trucks. These machines are used to transport materials and are used in the construction, mining and quarrying industries.


THE CHALLENGE

Terex Trucks was acquired by Volvo Construction Equipment (Volvo CE) in 2014, ushering in a new chapter in the company’s history. Under-investment by the previous owners, compounded by the global recession and a drop in the price of coal, led to a slump in the international mining industry and a fall in the purchase of capital equipment. Uncertainty in the market and a change of ownership also led to the challenge of reassuring staff about what the future would hold as part of Volvo CE.


THE SOLUTION

Reinvigoration by Terex Trucks’ management and the Volvo CE board, saw a streamlining of some elements of the business, investment in products and systems, and a new marketing strategy. SE10 was appointed as Terex Trucks’ global PR agency, and was tasked with advising on and implementing a communications plan. Through executing regular press releases to targeted international publications, we positioned Terex Trucks as a trustworthy brand that makes robust and excellent value products. The company has increased in confidence, designing and manufacturing new products, and extending its warranty offers, and SE10 has been instrumental in helping bolster its reputation by communicating these developments. Terex Trucks is now regarded by the market as a brand with its own identity, while also being part of Volvo CE and having access to the extensive business infrastructure that the wider Volvo Group offers.