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Dana, Eaton to end Roadranger marketing alliance

MAUMEE, Ohio -- Dana and Eaton have announced plans to end their Roadranger marketing agreement.


MAUMEE, Ohio — Dana and Eaton have announced plans to end their Roadranger marketing agreement.

Over the next six months, both companies will prepare to sell, market and service customers independently of each other. Eaton will continue with the Roadranger brand while Dana will support its customers directly, the companies announced.

The transition will be seamless for customers of the two companies, officials announced.

“Going to market independently will afford Dana greater opportunity to communicate with customers directly and to better understand their needs,” said Mark Wallace, president of Dana’s On-Highway Driveline Technologies business. “This closer, direct relationship with customers will, in turn, provide the foundation for innovation and technology in Dana’s core axle, driveshaft, wheel end, and tire management systems.”

“Eaton intends to continue operating the Roadranger marketing organization as we have in the past – focused exclusively on serving our customers,” added Tim Sinden, president of Eaton’s truck operations in North America. “We will continue to collaborate with our OEM customers, Dana and other powertrain providers on virtually integrated powertrain systems for the North American commercial vehicle marketplace.”


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