DexKo Global Inc., a global supplier of trailer running gear, chassis assemblies and related components, announced that its subsidiary, Dexter, is launching a long-term brand strategy.
Based on customer feedback, Dexter has decided to reduce the complexity of its brand portfolio, according to a press release. Products will be manufactured and sold under the umbrella of Dexter, 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,” stated Dexter President and CEO Adam Dexter. “We value the loyalty of our customers and look forward to continuing to provide them with quality products and exceptional customer service.”
During the next several months, legacy branded products will transition to Dexter, including UFP (Unique Functional Products), Titan brakes and actuators, Tie Down Engineering axles, brakes and actuators, Dexter Door, and Ventline. This new brand structure will bring much needed clarity, making it easier to navigate the company’s product offering.
“As we move forward, we will focus on aligning our business to make the most powerful impact for our valued customers,” Dexter said. “We’ve recognized the redundancy of product across some of the brands and are working toward simplifying the product offering while ensuring we provide the same high level of service and support you have come to expect from Dexter.
“Our focus remains steady,” he continued. “To further enhance our commitment to the core Dexter principles of safety, quality, and customer service that have been the foundation of our success for over 50 years. By concentrating on these areas, we are confident that Dexter will continue to be the brand of choice.”