KALAMAZOO, Mich. — Eaton and its Roadranger marketing partner, Dana, have launched their first e-commerce initiative for Roadranger customers with a new virtual store on the Internet.

The new store can be accessed directly at https://www.roadrangerstore.com or through the Roadranger customer service site, www.roadranger.com.

The Roadranger Store will initially offer only two products: the Roadranger Driveline Angle Analyzer Tool kit and a supporting CD-ROM that can be purchased separately.

“The Roadranger Store is a modest effort, that’s for sure,” says Jeff Romig, general manager of the Roadranger Aftermarket Division for Eaton. “And we want it that way — we’re going to move slowly and carefully.”

Romig stressed that the Roadranger Store will not sell Eaton’s or Dana’s core aftermarket products, such as gears, shafts, bearings or Reman units.

“The core of our aftermarket business is very well served by established industry distribution channels, and we see no reason to change that now,” he says. “We’re hand-picking a few unique service products and tools, and offering them directly to the industry as a retailing convenience.”

Shortly after opening, the Roadranger Store will add an ordering system for Roadranger Lubricant, supplied to Roadranger Marketing by its partner, Cognis Corporation.

Other planned offerings will include extended warranty purchase, Roadranger-brand wearables and promotional items, as well as links to Roadranger service literature and training programs.