Dana, Eaton ending joint CV marketing relationship

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Updated Dec 7, 2011

Roadranger Eaton Dana

Dana Holding Corp. and Eaton Corp. on Tuesday, Dec. 6, jointly announced that the marketing relationship between the two companies will end by the middle of 2012. Over the next six months, each company will be preparing to sell to, market to and service customers independently of each other.

Eaton will continue to provide field services and support for all Eaton and Dana products through the middle of 2012 under the Roadranger brand, after which Dana will have the support systems in place to effectively service and support its customers independently.

Both companies are committed to making the transition seamless for their manufacturer, dealer and fleet customers, said Mark Wallace, president of Dana’s On-Highway Driveline Technologies business, and Tim Sinden, president of Eaton’s truck operations in North America.

“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 Dana’s core axle, driveshaft, wheel end and tire management systems.”

Dana is developing new products for introduction in early 2012, said Judith Monte, global marketing manager. “It’s very, very important to make sure we’re in with our customers every single day to get their feedback,” Monte said. The joint marketing arrangement under the Roadranger brand was launched almost 14 years ago as a 10-year program, but it was extended, she said.

Eaton has been selling and servicing transmissions for commercial vehicles under its Roadranger brand for about 60 years, said spokesman Jim Parks. “Eaton intends to continue operating the Roadranger marketing organization as we have in the past – focused exclusively on serving our customers,” said Sinden. “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.”

Throughout the transition, customers can access www.roadranger.com/alliance or www.dana.com for updates.