REV Group Brand Guidelines: From Allied Specialty Vehicles to a Terex Merger in 2026

Four companies, one owner, a new name.

REV Group did not grow out of a single workshop. English Wikipedia says it was formed in 2010 as Allied Specialty Vehicles, when the investment firm American Industrial Partners merged four companies it owned: Collins Industries, the fire-truck maker E-ONE, Halcore Group and the motorhome maker Fleetwood Enterprises. The group took the name REV Group in November 2015 and listed its shares on the New York Stock Exchange in January 2017, under the ticker REVG.

It then grew by buying established names. English Wikipedia says Allied Specialty Vehicles bought the assets of the ambulance builder Road Rescue from Spartan Motors in September 2010, and in 2013 bought SJC Industries, maker of McCoy Miller and Marque ambulances, from Thor Industries. The same year it took over the recreational-vehicle assets of Navistar, including the Monaco and Holiday Rambler names, and Thor’s bus businesses.

The fire side grew next. In April 2016 the group bought Kovatch Mobile Equipment, the Nesquehoning, Pennsylvania, maker known as KME, which English Wikipedia says was founded in 1946 and began with aircraft refuelling trucks before turning to fire trucks in the 1980s. Ferrara Fire Apparatus of Holden, Louisiana, followed in 2017, and in February 2020 REV Group bought Spartan Emergency Response from the company then called Spartan Motors, bringing in the Spartan, Smeal and Ladder Tower names. Recreational vehicles grew too, with Renegade RV in 2016, Midwest Automotive Designs in 2017 and the truck-camper maker Lance in 2018.

The group also let businesses go. English Wikipedia says it sold its shuttle-bus brands to Forest River in May 2020; in January 2024 it announced that it would leave bus manufacturing, selling the Collins school-bus brand to Forest River and the ENC transit-bus business to Rivaz later that year; and in 2025 it sold Lance Camper to Vision Kore.

The badges on the trucks were older than the group.

For most fire crews and ambulance services, REV Group was a name behind the badge rather than on it. Its vehicles kept the names of the companies it had bought, and English Wikipedia describes the portfolio as some two dozen brands, organised into fire, ambulance and recreation groups.

On the fire side, E-ONE, of Ocala, Florida, was the group’s first fire-apparatus maker, English Wikipedia says. It also built the Vector, which English Wikipedia describes as the first full-electric North American fire truck; the city of Mesa, Arizona, contracted E-ONE for one in November 2021, and orders followed from Charlotte, North Carolina, and from Varennes and Toronto in Canada. KME production moved to Holden, Louisiana, after REV Group announced in 2021 that its Nesquehoning and Roanoke, Virginia, plants would close; English Wikipedia says the Nesquehoning plant shut in April 2022.

The ambulance group gathered several long-standing builders. English Wikipedia lists American Emergency Vehicles, based in Jefferson, North Carolina; Wheeled Coach and Road Rescue, grouped as REV Ambulance Group Orlando; Leader Emergency Vehicles, which has developed all-electric ambulances; and Horton Emergency Vehicles, founded in 1968 and based in Grove City, Ohio, which as of 2014 built ambulances mainly for fire departments.

The recreation group, English Wikipedia says, takes in American Coach, Fleetwood, Holiday Rambler and Midwest Automotive Designs, and completed its 40,000th unit at its plant in Decatur, Indiana, in March 2023.

On where the vehicles are made: in testimony to Congress in 2025, quoted by the San Diego Union-Tribune in April 2026, REV Group’s president said that all of the company’s manufacturing operations were in the United States and that most of its parts and components came from US-based suppliers.

Design and documentation.

Rescue and emergency medical equipment is bought by people who will use it under pressure, so the makers in this field tend to present themselves through the equipment at work rather than through lifestyle imagery. The typical brochure shows a stretcher being loaded into an ambulance, a crew lifting a patient down a narrow stair, or a basket stretcher being lowered on ropes, with the product carrying most of the colour in the frame.

That colour is often functional before it is decorative. Orange and yellow stretchers, spine boards and evacuation chairs are meant to be seen against grey streets, snow or dark water, and product photographs often make those working colours the focus of the frame, set against equipment in dark navy, graphite or black. The language is technical: load ratings, materials, fastening systems and named product lines rather than adjectives.

Training is the other stage where these brands are seen. CPR manikins laid out in rows in a training room, hydraulic cutters and spreaders opening a scrapped car at a vehicle extrication drill, and ambulances and fire trucks parked with their doors open for inspection all serve as the industry’s own advertising. The photographs are rarely staged far from that reality, because the buyers are paramedics, firefighters and fleet managers who know the work.

Trade fairs give the category its calendar. Interschutz in Hannover, RETTmobil in Fulda and EMS World Expo in the United States are where makers show new stretchers, rescue tools and vehicles side by side, and where a stand’s colours and signage have to read from across a crowded hall. For a designer, the lesson of the category is that a brand earns its look from the job its equipment does: clear colour, clear type and the product shown in use.

A listed group that ended in a merger.

REV Group is no longer an independent company. On 2 February 2026, Terex Corporation announced in a release published on PR Newswire, datelined Norwalk, Connecticut, that it had completed its merger with REV Group. REV’s stock stopped trading and left the New York Stock Exchange, and the combined company trades as Terex. The Terex website now lists Specialty Vehicles, covering emergency response, commercial infrastructure and recreational vehicles, among its product groups.

The way the group was assembled has been questioned. English Wikipedia says that in 2025 the International Association of Fire Fighters, the firefighters’ union, asked the US Department of Justice and the Federal Trade Commission to examine the fire and emergency vehicle industry, in which, English Wikipedia says, REV Group, Oshkosh and Rosenbauer made up two-thirds of the market. In April 2026 the San Diego Union-Tribune, carrying a City News Service report, said San Diego County had filed a federal lawsuit alleging that a handful of companies had taken over the fire-truck market; the defendants included American Industrial Partners, which the county alleged had consolidated several makers into REV Group. A REV Group spokesperson called the suit meritless and said the company would fight the allegations in court, and American Industrial Partners said it disagreed with them. In August 2026 the Alabama station WAFF reported that Huntsville was considering joining dozens of cities suing three major fire-truck makers over antitrust allegations. The claims are disputed by the companies.

For a design guide, REV Group shows how a holding group can sit behind older nameplates without replacing them. Compare Hurst Jaws of Life, another American rescue-equipment name, and Ferno, which equips ambulances. For this guide we use an apparatus red, a slate and a pale concrete with a sans, an unofficial interpretation; no product or logo is reproduced.

Keep REV Group’s identity on hand — save it to a board in the Made Good inspiration library.