Ann Arbor Aftermarket Truck Parts Company Truck Hero Rebrands to RealTruck

Ann Arbor-based online aftermarket truck parts and accessories retailer Truck Hero has changed its name and rebranded itself as RealTruck.
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RealTruck started its rebrand last month with the “In The Real'” campaign of TV commercials. // Courtesy of RealTruck
RealTruck started its rebrand last month with the “In The Real’” campaign of TV commercials. // Courtesy of RealTruck

Ann Arbor-based online aftermarket truck parts and accessories retailer Truck Hero has changed its name and rebranded itself as RealTruck.

RealTruck.com has operated as Truck Hero’s e-commerce arm and consumer brand since 2015 and the company says the change reflects evolving truck owner preferences and purchase patterns. It also will benefit the company’s dealer and installer partners, according to the newly minted RealTruck.

“When we started the company nearly 20 years ago, we were a small manufacturer of truck bed covers with approximately 180 employees,” says Bill Reminder, founder and CEO of RealTruck. “Over the years, we grew Truck Hero into one of the most respected names in the aftermarket industry with more than 5,000 employees and 35 locations across North America.

“Our journey and success continue today as RealTruck. This important and exciting milestone supports our long-term growth strategy, ongoing commitment to product innovation, and alignment with the way consumers now learn about and purchase their truck, Jeep, and off-road accessories.”

RealTruck started the rebrand with its “In The Real’” campaign, which launched last month with a series of TV commercials and “Off-The-Grid Coin” contest. The national event incentivized truck enthusiasts to venture into the wilderness on National Get Outdoors Day.

“We’ve identified that the best way to reach and teach truck owners about our products and the benefits they provide is through a unified omni-channel approach in alignment with our valued wholesale and OEM partners,” says Ryan Herman, executive vice president of sales at RealTruck. “We remain committed to growing all channels of our business, and will fuel our future growth by inspiring millions of truck owners to transform their trucks, Jeeps, and off-road vehicles with the industry-leading brands we design, manufacture, and sell.

“It will be business as usual with our professional partners who will continue to engage with our Truck Hero sales team to support the growing demand we will create for the brands we manufacture and sell.”

Tony Ambroza, chief growth officer for RealTruck, says: “We want to inspire millions of truck owners to pursue the art of the possible and transform their stock trucks into ‘Real Trucks.’ We will continue to generate broad category awareness and interest with truck owners who understand all the benefits our incredible products provide. RealTruck will be their partner from ideation to installation.”

For more information on the rebrand, visit RealTruck.com.

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