Toyne Launches Corporate Rebranding Initiative

Company emphasizes emergency vehicles "Built to take the call"


Breda, Iowa - Today marked the beginning of what Toyne President & CEO Mike Schwabe hailed as 'a new era' at Toyne, Inc. The rapidly growing fire and emergency vehicle manufacturer has debuted a corporate rebranding initiative, focused on the renowned quality of Toyne's fire and emergency apparatus along with their unique, personalized production process.

Toyne revealed their new brand and corporate positioning - Built to take the call™ - at the company's annual dealer summit following an internal launch with employees last week. Company leaders emphasized that every member of the Toyne team is an integral part of their dedication to setting the highest quality standards in the industry. There is also a renewed focus being placed on the company's customization capabilities, otherwise known as Toyne Tailored Apparatus, and their commitment to being American owned and operated.

The much anticipated announcement comes on the heels of a campaign and online countdown the company has been promoting within the industry for the past several months. Digital assets including Toyne's website ( and social media channels have been revitalized, while YouTube videos provide a public introduction to the new brand ( The comprehensive marketing effort also includes revamped collateral, electronic communications, signage and apparel, with additional developments planned for the future.

While revealing the new brand to team members, Toyne leaders emphasized that the idea of quality doesn't only apply to the company's apparatus but to their relationships with internal and external audiences as well. Toyne employees are a central piece of the campaign itself, offering personal appeals that speak directly to how they contribute to the building process and uphold the company's high quality standards. Dealers are also a focus of the efforts, as online resources are being enhanced and ongoing communications strengthened.

"Anyone that's worked with Toyne knows that our name is synonymous with superior craftsmanship and an extremely high degree of attention to detail," stated Schwabe. "This rebranding effort has allowed us to focus our efforts even further from the inside out and prepare to show increasingly more customers that Toyne trucks are truly built to take the call."