Dana, Eaton to sunset Roadranger marketing relationship

Source: Dana Holding Corp., Maumee, Ohio

Dana Holding and Eaton Corp. will end their alliance behind Roadranger by mid-2012, opting to sell, market, and service truck powertrain products independently of each other.

Dana On-Highway Driveline Technologies President Mark Wallace and Eaton Truck, North America President Tim Sinden said their companies are committed to a seamless transition for vehicle OEM, dealer, and fleet customers over the next six months and after the conclusion of the alliance. Eaton will continue to provide field services and support for all products under the Roadranger brand through mid-2012, after which Dana will have the support systems in place to effectively service and support its customers independently.

“Going to market independently will afford Dana greater opportunity to communicate with customers directly and to better understand their needs,” said Wallace. “This closer, direct relationship with customers will, in turn, provide the foundation for innovation and technology in [our] core axle, driveshaft, wheel end, and tire management systems.”

“Eaton intends to continue operating the Roadranger marketing organization as we have in the past [and] 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,” added Sinden.