Last week Tucker Rocky announced a rebranding of their company. Now, named Tucker, the change represents a fresh start for the company that has been through quite a lot in the past 8 months. In November, the Mag Group, Tucker Rocky’s parent company filed chapter 11 bankruptcy announcing $440 million in debt. The company restructured and emerged from bankruptcy in April. The rebranding of the popular Tucker Rocky brand will serve as a fresh start to the powersports distribution company.
Learn more in their press release below and in the videos they produced announcing the new Tucker.
Tucker Press Release
Introducing the new Tucker, a rebranding of Tucker Rocky that honors the company’s rich heritage and showcases its status as a world-class leader in powersports distribution.
“The Tucker of today offers unrivaled services to our dealers and brand partners,” emphasizes Eric Cagle, President of Tucker. “From distribution, sales and customer service; to marketing, advertising and brand building, we are dedicated to the support and growth of powersports.”
As part of the rebranding, Tucker proudly introduces a new logo. The forward-facing square and large notched “T” combine to create a symbol of speed and innovation. Bold red was chosen to represent Tucker’s passion to deliver the best brands in powersports. Known in the industry for being dedicated to supporting its customers, the all-lowercase “tucker” is appropriately friendly.
“The need for speed is innate in powersports enthusiasts and imperative as a distributor,” explains Taz Sobotka, Senior Manager of Marketing. “The Tucker ‘Power T’ logo conveys the visual allusion of speed and movement that represents the feeling of freedom we all love about powersports.”
The individual pieces of the new Tucker logo come together as one to symbolize the unified qualities that make the company a world-class distributor. The new name symbolizes the vision and values of Ed Tucker’s humble beginnings when he started the company in 1967. Over 50 years later Tucker continues to deliver the most powerful brands in powersports.
Look for the new look June 16th on location at the American Flat Track OKC Mile with Cory Texter and his CTR crew, and the High Point AMA Pro Motocross National in Mt. Morris, PA with EBR Performance/Altus Motorsports Yamaha and rider Ramy Alves.
Featuring the most powerful portfolio of parts, accessories and apparel brands in powersports, Tucker is the go-to supplier for retailers across the nation. In addition to an unmatched product selection, Tucker is proud of its relentlessly customer-centric culture and unwavering pledge to on-time delivery. Because of its uncompromising commitment to continuous improvement, Tucker has been earning the trust of the best dealers in the industry for over 50 years.
For more information, visit Tucker online ator on and . To inquire about becoming a Tucker dealer, contact the New Dealer Development Department at (817) 258-9255 or .
So what does this mean for the iconic brand? Only time will tell but the fresh clean look and the new blood they are bringing in should set the company up for growth in the near future. The bankruptcy really only lasted a short time and I don’t feel that the dealers were negatively affected. True they lost some vendors, but they also brought some new ones in.
I’m always a bit confused at publically directed marketing by distributors, after all, they don’t sell direct to consumers but I guess when you figure in the employees at the 5000+ powersports dealers it makes sense. Parts Unlimited did it for many years with supercross. Now with WPS is taking over from them, the distributors must see a value in the marketing spend. I am happy to see Tucker Rocky, or should I say, Tucker emerge from the bankruptcy strong and excited about whats coming next. It is good news for the powersports industry.
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