Rokbak and DIR winning over Spanish market

Spanish customers impressed by real-world demonstrations of RA30 articulated dumptruck

BY showing the Rokbak RA30 articulated hauler in action on rough terrain, heavy equipment dealer DIR has sparked growing demand among construction and quarrying firms in Spain – proving that performance, not promises, sells trucks.

When quarrying and construction and companies look for new equipment, they want more than technical specifications – they want proof. This focus on tangible results is precisely what motivated DIR, Rokbak’s recently appointed dealer for Spain and Portugal, to take a bold, hands-on approach: bring the Rokbak RA30 articulated dumptruck (ADT) directly to the region’s toughest job sites and let the hauler speak for itself.

‘We wanted to respond to a growing need in the Spanish market for reliable, high-performance articulated haulers,’ explained David Iglesias, chief executive officer of DIR. ‘Customers want to see trucks in real job site conditions, not just specs on paper. With the RA30, we knew we had something worth showing.’

DIR’s demonstration programme was anything but theoretical. The team selected challenging earthmoving and quarry sites – environments where productivity, manoeuvrability, and durability are pushed to the limit. Steep inclines, loose aggregate, and muddy, uneven terrain were all part of the test. The 28-tonnetonne RA30 consistently maintained traction and stability, loaded or unloaded, and did so without a single performance-related issue.

‘Customers consistently pointed out the comfort of the cab, the smooth ride, and the intuitive controls,’ notes Mr Iglesias. ‘But above all, they appreciated the hauling power and how well it handled difficult ground. It’s a truck that just keeps going.’

DIR did not shy away from direct competition. In several demonstrations, the RA30 was tested side-by-side with other leading ADTs. Customers observed that Rokbak matched or outperformed competitors, particularly in operator comfort, simplicity, and fuel use. The value-for-money ratio was clear, and for many, decisive.

‘In terms of fuel consumption, the RA30 impressed,’ said Mr Iglesias. ‘Real-world data showed better-than-expected results compared with previous-generation haulers and some current competitors. This was one of the key decision factors for customers.’

Feedback from operators and technicians was equally positive regarding maintenance. The RA30’s design prioritizes accessibility and straightforward daily checks, with no unnecessary complexity.

‘Technicians found everything easy to access and praised the clarity of the daily checks,’ added Me Iglesias. ‘The design is clearly made with real-world service in mind.’

A significant factor in building customer confidence has been Rokbak’s membership of the Volvo Group.

‘Rokbak’s connection to the Volvo Group significantly boosts customer trust,’ said Mr Iglesias. ‘It reassures buyers that this is not just another hauler, but one backed by a global name in reliability and after-sales support.’

Perhaps the most telling outcome of DIR’s demo initiative is the conversion of sceptics. Several customers who were initially hesitant made the purchase decision after seeing the RA30 operate live on their own sites.

‘One client said, ‘I needed to see it in my pit, with my material – and it delivered,’ recalled Mr Iglesias.

The market’s response has been swift and positive. The demo unit itself was sold before all planned trials were even completed, a clear sign of growing trust in the product and brand.

Awareness and interest in Rokbak have increased substantially as a result of these hands-on experiences.

‘Based on feedback, the RA30 now stands as one of the most competitive articulated haulers in our market segment. It’s no longer the ‘newcomer’ – it’s a real option for serious work,’ said Mr Iglesias.

Looking ahead, DIR are preparing to introduce the larger 38-tonne RA40 demo unit, targeting quarrying, mining, and large infrastructure projects. Expectations are high that this model will open new opportunities for Rokbak in Spain.

To companies still unfamiliar with Rokbak or hesitant to move away from more established brands, Mr Iglesias offers simple advice: ‘Come and see the truck in action. Talk to customers who have it. You don’t have to stick to the usual brands. Rokbak offer performance, reliability, and support. Plus, it’s backed by Volvo. Give it a chance.’

Echoing this sentiment, Paul Culliford, regional sales manager for EMEA at Rokbak, said: ‘At Rokbak, we believe in earning trust the hard way – by showing up, working alongside our customers, and delivering on our promises. The success of our partnership with DIR and the enthusiastic response to our demo programme in Spain prove that when customers see Rokbak in action, they see a hauler that’s as down to earth and dependable as the people who run it.’