Dana, Eaton ending joint marketing relationship

Dana Holding Corp. and Eaton Corp. jointly announced Dec. 6 they will end their marketing relationship by the middle of 2012.

Over the next six months, each company will prepare to sell, market and service customers independently of each other.

Eaton will continue to provide field services and support for all Eaton and Dana products under the Roadranger brand through the middle of next year, after which Dana will have systems ready to service and support its customers independently.

“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,” said Mark Wallace, president of Dana’s On-Highway Driveline Technologies business.

Dana is developing new products for introduction early next year, said Judith Monte, global marketing manager.

“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,” said Tim Sinden, president of Eaton’s truck operations in North America.

Eaton has been selling and servicing transmissions for commercial vehicles under its Roadranger brand for about 60 years, said spokesman Jim Parks.

The joint marketing arrangement under the Roadranger brand was launched almost 14 years ago, Monte said.

Throughout the transition, customers can access Roadranger.com/alliance or Dana.com for updates.

The Business Manual for Owner-Operators
Overdrive editors and ATBS present the industry’s best manual for prospective and committed owner-operators. You’ll find exceptional depth on many issues in the Partners in Business book, updated annually.
Partners in Business Issue Cover