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Dexter Touts Brand Strategy Update


DexKo Global, a leader in highly engineered trailer running gear, chassis assemblies and related components, announced today that its wholly owned subsidiary Dexter Axle is rebranding two recently acquired business under the Dexter brand.

During the past several years, Dexter’s steady growth has added new teammates, new customers and new product offerings, the company said. To reduce the complexity of Dexter’s brand portfolio in North America, the company is rebranding its Premium Supply and HiSpec Wheel & Tire businesses to Dexter.

“Consolidating brands and product offering will make it easier for our customers and allow us to offer higher levels of quality and service,” states Adam Dexter, president and CEO of Dexter. “We thank the loyal customers of Premium Supply, HiSpec Wheel & Tire Inc. and Dexter and look forward to continuing our long-lasting relationship.”

Watch for changes taking place over the course of the next several months, Dexter said. Building signs, truck graphics, business cards, websites, order documentation and many other items that will transition to the Dexter logo and company name.

“The new brand structure will continue to bring much needed clarity, making it easier to navigate our product offering and support our customer base,” Dexter said.

Dexter said it is excited to continue expanding our product offering and services to the industries it serves. Consolidating the brands of its more recently acquired businesses will bring clarity and assured stability for the next 60 years of continued partnership with all the customers it serves, Dexter said.

“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.”

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