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MATS Report: Eaton, Dana renew Roadranger marketing agreement

LOUISVILLE, Ky. -- Ten years after diversified industrial manufacturer Eaton Corporation and Dana Holding Corporati...

LOUISVILLE, Ky. — Ten years after diversified industrial manufacturer Eaton Corporation and Dana Holding Corporation created the original Roadranger marketing organization, the two companies have agreed to renew this initiative for an additional five years. The announcement was made at the Mid-America Trucking Show, last week.

The Roadranger agreement gives truck buyers the option to select Eaton and Dana products as a complete system for single-source specification, service and support for those products. About 200 different components are available through the Roadranger organization, all of which are supported by a network of more than 180 sales and service representatives from Roadranger Field Marketing.

“About 10 years ago, we announced an unprecedented alliance of former industry rivals, accompanied by an exchange of businesses designed to make each company stronger and more valuable to its customers,” said David Renz, vice-president of sales and marketing, with Eaton. “I’m happy to report that a decade later, the reasons we agreed to work together in the first place, are still valid today.”

Frank Sheehan, senior vice-president of global sales, marketing, and planning for Dana, indicated that the agreement has become a marketing collaboration that works well, on many levels.

“Based on the feedback that we have received from our customers, the Roadranger approach has been a success. We’ve continued to work together to provide increasing levels of customer value and satisfaction, by virtually integrating our drive train systems, and other products into a solution that is clearly more than the sum of its parts.”

In addition to its primary component offerings of Fuller transmissions and clutches, Spicer axles and driveshafts, and Bendix brakes, the two companies also provide the commercial trucking industry with: Eaton’s hybrid power systems; Dana tire pressure management systems; Eaton’s fleet resource manager; VORAD collision warning systems; and Roadranger synthetic drivetrain lubricants.

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