Harrison Truck Centers is reinforcing its brand by renaming the businesses it acquired last year from Westman Freightliner. Effective immediately, Westman Freightliner, a heavy- and medium-duty truck dealership group with operations in Minnesota and Wisconsin, is now named Harrison Truck Centers. In addition, River Valley Truck Rental and Leasing is named Harrison Rental and Leasing, and the Westman ProMaxx truck parts business is now Harrison Truck Parts.

“We’ve had great success integrating the Westman dealerships since we acquired them and believe combining the Westman operations under the Harrison Truck Centers name is a significant step in establishing and maintaining unified operations,” said Brian Harrison. “Incorporating the Harrison name at all of our locations allows us to continue to grow and strengthen our already familiar and distinguished brand in the Midwest.”

Westman Freightliner, which offers Freightliner, Fuso, and Autocar-branded trucks, and Westman parts locations, operating as ProMaxx Truck Parts, were acquired by Harrison Truck Centers in November 2015. The acquisition increased the scale of the business and expanded the total number of its full-service dealerships to seven in Iowa and Minnesota.

Harrison Truck Centers now has a full-service presence in 55 Iowa and 21 Minnesota counties and is able to offer its customers comprehensive fleet management services through its NationaLease options. In addition, Harrison Truck Centers’ customers are benefiting from more competitive parts pricing as a result of the acquisition of the ProMaxx Truck Parts locations.

As part of the expansion of the Harrison brand, a new logo and brand identity for the entire company will be implemented across all locations during the next several months. The new logo will continue to prominently feature the Harrison name, with specific division names used to clarify the individual company or service.

“Our new logo will be better suited to clearly identify our product lines and services as we continue to grow and diversify our business operations in the future,” Harrison said. “No matter how big we get, we will always be committed to providing outstanding customer service, which is what we have built the Harrison name upon.”