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Wednesday, 13 June 2018


Introducing - “The New Tucker”

Tucker Rocky has announced that it is to retire the historic reference to Rocky Cycle in its name and re-brand simply as ‘Tucker’.
Founded by Texan Ed Tucker as a wholesale motorcycle oil business in 1967, then bought and subsequently expanded by Bob Nickell in 1972, the TR name came about through the acquisition of Rocky Cycle in 1986 before the combined business was sold to Indianapolis based Lacy Diversified Industries three years later.
In introducing “the new Tucker” as a “rebranding that honors the company’s rich heritage” and “showcases its status as a world-class leader in powersports distribution,” Tucker President Eric Cagle said, “the Tucker of today offers unrivaled services to our dealers and brand partners. 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 V-twin becomes a new overall program concept for “the new dark side of Tucker” that specializes in V-twin for the Harley aftermarket and broader custom parts and accessory dealer and bike builder community.
Biker’s Choice remains alongside Twin Power, BikeMaster and other Tucker and well-known group industry brands as part of a comprehensive portfolio of business opportunities for Harley and V-twin dealers. The company says that “more Tucker V-twin information will be announced soon.”

A new Tucker logo is described as representing core values of contemporary logistics excellence in a Powersports industry context. “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,” explained Taz Sobotka, Senior Manager of Marketing.
“The need for speed is innate in powersports enthusiasts and imperative as a distributor. The Tucker ‘Power T’ logo conveys the visual allusion of speed and movement that represents the feeling of freedom we all love about powersports.”
Tucker says that is sees the individual pieces of the new logo coming 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.”
Tucker says the new look will debut 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.