MILWAUKEE, Wis. — August 17, 2026 — After more than four decades serving commercial trucking customers throughout Wisconsin and northern Illinois, Lakeside International Trucks is proud to announce a new corporate identity. Effective immediately, the company will begin operating as Lakeside Trucks, introducing a refreshed brand that reflects the company's continued growth, evolving services, and vision for the future.

The transition is part of a broader dealer branding initiative by International Motors, which requires dealerships to remove the word International from their company names. While the change originated through the manufacturer's branding strategy, Lakeside views it as a meaningful opportunity to strengthen its own identity and further establish the Lakeside name throughout the commercial transportation industry.

The company's ownership, leadership, locations, employees, products, and services remain unchanged. Customers will continue working with the same trusted team they have relied upon for more than four decades.

"Our name may be changing, but who we are and our commitment to our customers remains exactly the same," said Bill Reilley Jr., CEO and President of Lakeside Trucks. "For more than four decades, our success has been built on the relationships we've earned, the people who make up our organization, and our commitment to delivering exceptional service every day. This new identity allows us to preserve that legacy while positioning our company for the future."

Founded in 1984, Lakeside has grown into one of the Midwest's leading commercial truck dealership organizations, offering new and used truck sales, parts, service, body repair, fleet maintenance, leasing, rental, and transportation solutions across multiple locations. Throughout its history, the company has remained committed to investing in its employees, expanding customer services, and supporting the communities it serves.

The new Lakeside Trucks brand reflects the evolution of the organization while honoring the reputation built over more than four decades. The refreshed identity was developed to better represent the full scope of the company's capabilities and to create a strong, independent brand that can stand confidently alongside the world-class manufacturers and products it represents.

"This is much more than a logo update," Reilley said. "It's an investment in the future of our company. The Lakeside name has always represented trust, integrity, and customer commitment. Our new brand simply gives us a stronger platform to build on that reputation for decades to come."

Over the coming months, customers and business partners will begin seeing the new Lakeside Trucks identity across company facilities, service vehicles, websites, marketing materials, digital platforms, signage, uniforms, and business communications. The transition will occur in phases through the end of 2026 to ensure a seamless experience for customers and partners.

While the company's visual identity is changing, its mission remains the same: delivering exceptional service, building lasting relationships, and helping customers keep their businesses moving.

Founded in 1984, Lakeside Trucks is a full-service commercial truck dealership serving customers throughout Wisconsin and northern Illinois. The company provides new and used commercial truck sales, comprehensive parts and service support, body repair, preventive maintenance, fleet maintenance solutions, and lease and rental services. Built on more than four decades of customer relationships, Lakeside Trucks continues to invest in its people, technology, facilities, and services while remaining committed to delivering industry-leading transportation solutions.

Name: Rob Durham
Title: Sr. Director, Marketing 
Company: Lakeside Trucks
Phone: 414-531-2177
Email: rdurham@lakesidetrucks.com
Website: www.lakesidetrucks.com