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Dana, Eaton to End Joint Marketing Relationship by Mid-2012

12/6/2011 10:00:00 AM
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Eaton to Continue with Roadranger; Dana to Support Customers Directly

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Truck component makers Eaton Corp. and Dana Holding Corp. said Tuesday they will end the marketing relationship between the two companies by the middle of 2012.

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

The two are “committed to making this a seamless transition for our vehicle [original equipment manufacturer], dealer, and fleet customers during the transitional period and after the conclusion of the alliance,� they said in a statement.

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.

“Going to market independently will afford Dana greater opportunity to communicate with customers directly and to better understand their needs,� said Mike Wallace, president of Dana’s on-highway driveline technologies business.

“Eaton intends to continue operating the Roadranger marketing organization as we have in the past — focused exclusively on serving our customers,� added Tim Sinden, president of Eaton’s North American truck operations.

“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,� Sinden said in the statement.

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