Better MPG

Detroit Radiator Corporation - In the press

Detroit Radiator Corporation Celebrates 80 Years In Business

April 7, 2016
Waste Advantage

Photo of Brandon Pruitt, Customer Service Representative & Son of CEO, sporting a DRC 80th Anniversary Jacket, given to each team member

Detroit Radiator Corporation, a premier manufacturer and distributor of aftermarket cooling product solutions, serving the heavy-duty transportation, commercial, industrial, and agricultural industries, is thrilled to Celebrates its 80th Year in Business. Randy Pruitt, CEO, Detroit Radiator Corporation, commented, “I am honored to pay tribute to our company’s 80 years of rich history and to recognize the roles that hard work and innovation have played in enabling Detroit Radiator Corporation to become a leader in the Heavy-Duty Cooling Products industry.” He added, “We are most grateful to our loyal customers and business partners, and we look forward with confidence to the next 80 years.”

This is a huge year for Detroit Radiator Corporation with an extensive schedule in place for its 80th year. This includes many sales promotions, special events, fun social media games with cool prizes, and most importantly, the introduction of 15 additional POWERCOOL® Radiator models. Year 2015 was also huge for Detroit Radiator Corporation, as the company introduced its very first POWERCOOL® Radiator and it was a real game-changer! The integrated, bolt-on, one complete unit, POWERCOOL® Radiator, was created to replace the plastic/aluminum radiator and frame, with countless longevity benefits, allowing for a 5-year warranty. These benefits include: 3/18″, grade 8 bolts on steel tanks, 14-bolt side bracket mounts, 4-corner gussets integrated bracket mounts, and more. 2015 POWERCOOL® Radiator sales were even higher than predicted; Detroit Radiator Corporation could not keep them on the shelves.

With 80 years to be thankful for, Detroit Radiator Corporation will recognize its outstanding team members (and their families) for their hard work and dedication with an 80th Anniversary Event. It will be complete with entertainment, food, fun prizes, and cool giveaways, slated for July, 2016.

Detroit Radiator celebrating 80th anniversary

April 7, 2016
BEYOND.COM

Detroit Radiator Corporation, manufacturer and distributor of aftermarket cooling product solutions, is celebrating its 80th year in business in 2016.

“I am honored to pay tribute to our company’s 80 years of rich history and to recognize the roles that hard work and innovation have played in enabling Detroit Radiator Corporation to become a leader in the heavy-duty cooling products industry.” says Randy Pruitt, CEO at Detroit Radiator Corporation. “We are most grateful to our loyal customers and business partners, and we look forward with confidence to the next 80 years.”

Detroit Radiator Corporation is celebrating its milestone with extensive promotional schedule for the coming year. This includes many sales promotions, special events, fun social media games with cool prizes, and most importantly, the introduction of 15 additional POWERCOOL Radiator models.

Detroit Radiator Corporation Receives 2015 Richard Crane Award; Makes Jayden's Day

November / December 2015
The Cooling Journal

ROMULUS, MI - Detroit Radiator Corporation has been named as one of two winners of the 2015 Richard Crane Memorial Legend Award. The Richard Crane Memorial Foundation recognizes one truck annually for the Legend Award. This past

September, it did so at the 20th Annual Richard Crane Memorial Truck Show in St. Ignace, which is sanctioned by the National Association of Show Trucks (NAST).

The award criteria will often vary from year to year. It is never based on eye appeal alone. It includes the value behind the company and the truck. Having two winners was never part of the plan. As a matter of fact, this was the first time ever that the Richard Crane Memorial Truck Show had two winners for this one award.

While exhibiting at the show, Brian Miller, DR•COOL Driver, and Craig McClain, National Sales Representative, both of Detroit Radiator Corporation, invited the 2015 Richard Crane Memorial Jr. Grand Marshal, Jayden Gohl and his parents, Tim Gohl of Canton and Lauren Gohl of Plymouth, to ride in DR•COOL, Detroit Radiator Corporation's award-winning show truck, for the exciting "Parade of Lights."

This scenic convoy travels through beautiful St. Ignace, over the five-mile Mackinac Bridge and back. Jayden, a big rig enthusiast, had the time of his life! "We just knew that we had to have two Legend Awards this year. Because of Brian Miller, Craig McClain and Detroit Radiator Corporation's generosity, they not only made Jayden Gohl's day, they reminded us of what the Richard Crane Memorial Truck Show is all about. A great family-oriented caring event for one and all to enjoy," said Fran Crane Bernard, Co-founder of Richard Crane Memorial Foundation, President of International Trucking School, and daughter of the late Richard Crane.

"Receiving the 2015 Richard Crane Memorial Legend Award is a real honor. It's a privilege for us to be included among some of the best companies in the trucking industry. Our team demonstrated that we are not only a company that excels at what we do, but more importantly, we are a company with good people, and for this I am happy." said Randy Pruitt, CEO of Detroit Radiator Corporation.

According to the Detroit Radiator release, Jayden was diagnosed at 20 weeks gestation with severe Hydrocephalus, and the potential for severe heart defects. Jayden was not expected to live and his parents were handed information on abortion and hospice. If delivered alive, an immediate ventricular-peritoneal shunt implant, followed by three consecutive heart surgeries were to take place.

On July 3, 2008, a beautiful Jayden entered the world 5.5 weeks premature via C-section. He weighed almost 7lbs. Sadly, Jayden's entire head was filled with cerebral spinal fluid, with only 10 percent brain tissue and only 50 percent of his heart formed. More tests began immediately, and miraculously, his Apgar score (taken 5 minutes after birth) came in at 9 out of 10.

More miracles came on the next day, when heart surgery was no longer required as Jayden's heart completely formed overnight. Jayden also survived his first brain surgery, but was not expected to develop nor live a normal life, and was given a devastating life expectancy of 3-6 months. Thankfully, the Gohl's refused optional feeding tube surgery for Jayden, forcing his body to perform on its
own.

In 2010, an MRI revealed that Jayden's brain had completely formed. Jayden began to take his solo first steps in 2012.

Today, Jayden is an amazing, 7-year old, little fighter, who lives with non-curable Hydrocephalus, requiring a surgically implanted, ventricular-peritoneal shunt. He is post 7 brain surgeries and attends 3-6 weekly therapy sessions. Jayden will require additional brain surgeries throughout his life.

Tax deductible donations to the Jayden Tyler Gohl Supplemental Needs Trust Fund can be made via Chase Bank (800.935.9935).

Brian Miller, Dr Cool, Detroit Radiator Make 7-Year-Old's Dreams Come True

December 14, 2015
The Trucker

By Dorothy Cox

Jayden Gohl wasn't expected to live long enough to be born, having been diagnosed with severe hydrocephalus (over-production of cerebrospinal fluid) at 20 weeks gestation. So his parents were handed information on abortions and hospice care.

But a determined Jayden did come into the world on July 3, 2008, albeit 5.5 weeks premature and via C-section, weighing in at 7 pounds. Four and a half pounds of that was his head, which was filled with cerebrospinal fluid. He had only 10 percent brain tissue and half of his heart wasn't formed.

Miraculously, the rest of his heart formed overnight and Jayden survived his first brain surgery. His parents, Tim and Lauren Gohl, refused feeding tube surgery for Jayden and two years later, an MRI showed Jayden's brain had completely formed, and in 2012 this little dynamo began taking his first steps.

But when the now 7-year-old Jayden, quite the big rig enthusiast, came aboard Brian Miller's tricked-out 1999 W900-L Kenworth named DR COOL during the annual "Parade of Lights" in St. Ignace, Michigan, this fall, he looked and acted like any other child.

Miller had no idea what this curious little boy, who he dubbed, "little man," had been through.

Employed by Randall Industries/Detroit Radiator part time, Miller takes the KW to truck shows and related events across the country, pulling a trailer with sample displays of the company's radiators, air conditioning systems and other aftermarket cooling product solutions for the heavy-duty trucking industry.

The rest of the time Miller hauls a milk Tanker for MLT milk company out of Mount Pleasant, Michigan, taking the product to Indiana, Ohio, Kentucky, Tennessee, Wisconsin and Illinois.

"The majority of my career I've been an over-the-road driver," he said.

But nothing prepared him for Jayden, who he says with the surgeries and everything he's gone through is "one tough kid." "He's a typical 7-year-old.

He likes trucks and is very attentive to what you're doing, asking questions like 'what does this do, why do you do that?' By the time Jayden exited the truck, he knew what practically all the knobs and buttons did.

"It was eye-opening for my wife (Mary Jo) and me. It brought our attention to kids like Jayden. … He's one very sharp little boy. It was our privilege to get to be part of the event with Jayden."

Before the parade, participating truck drivers were asked if they would volunteer for something. For what, they weren't told.

Miller looked around and saw no one had raised their hand so he said, "Yes sir, what do you need?"

He and his wife were asked to let Jayden, the parade's junior grand marshal, ride with them as part of the truck convoy crossing the five-mile Mackinac Bridge and back and through scenic St. Ignace.

"It's been an overwhelming experience for us," Miller said. "We got to know Jayden when he was in the truck and became good friends with him and his mom and dad." He keeps in touch regularly with them now on Facebook and calls Jayden's dad at least once a month.

For their participation and willingness to make a little boy's dreams come true, Detroit Radiator Corp. received the 2015 Richard Crane memorial Legend Award, one of two such winners, a first.

The Richard Crane Memorial Foundation recognizes one truck each year for the Legend Award and the honor is never based on eye appeal, alone, but also on the value behind the company and the truck. And yes, a truck did win the award this year, but a second award was also given to Detroit Radiator for inviting Jayden aboard DR COOL and giving him the ride of his young life.

On November 13 Detroit Radiator was presented with their award at the company's headquarters in Romulus, Michigan, and Jayden got a replica 18-wheeler.

Fran Crane Bernard, co-founder of the Richard Crane Memorial Foundation and daughter of the late Richard Crane, said, "We just knew that we had to have two Legend Awards this year. Because of Brian Miller, Craig McClain [Detroit Radiator's national sales rep who invited Jayden aboard DR COOL] and Detroit Radiator's generosity, they not only made Jayden Gohl's day, they reminded us of what the Richard Crane Memorial Truck Show is all about, a great family oriented, caring event for one and all to enjoy."

And probably no one enjoyed it more than Jayden, unless it was Brian Miller.

'Dr.cool' brings joy to boy with illness

November 25, 2015
Land Line Magazine

By Mark Schremmer, Land Line staff writer

The smile on 7-year-old Jayden Gohl’s face is irrefutable. Proudly displayed on the Facebook pages of his parents, Tim and Lauren Gohl, are photographs of Jayden sitting in the driver’s seat and posing outside of Dr. Cool, the Detroit Radiator Corp.’s award-winning 18-wheeler. (Photo courtesy of Detroit Radiator Corp.) Tim Gohl and his 7-year-old son, Jayden pose with Dr. Cool, which is Detroit Radiator Corp.’s award-winning show truck during the Richard Crane Memorial Truck Show in September at St. Ignace, Mich.

(Photo courtesy of Detroit Radiator Corp.)
Tim Gohl and his 7-year-old son, Jayden pose with Dr. Cool, which is Detroit Radiator Corp.'s award-winning show truck during the Richard Crane Memorial Truck Show in September at St. Ignace, Mich.

(Photo courtesy of Detroit Radiator Corp.) Tim Gohl and his 7-year-old son, Jayden pose with Dr. Cool, which is Detroit Radiator Corp.’s award-winning show truck during the Richard Crane Memorial Truck Show in September at St. Ignace, Mich. Detroit Radiator Corp., which was recently honored with the 2015 Richard Crane Memorial Legend Award, played a role in allowing Jayden and his parents to ride in Dr. Cool during the 20th annual Richard Crane Memorial Truck Show’s Parade of Lights on Sept. 19 in St. Ignace, Mich.

Young Jayden, who suffers from incurable hydrocephalus and has already endured seven brain surgeries, served as the Junior Grand Marshal. The Richard Crane Memorial Foundation is working in the fight against hydrocephalus, which is a medical condition in which there is an abnormal production of cerebrospinal fluid in the brain. “It was a great day to be a part of,” Lauren Gohl wrote in the comments section of Detroit’s Premier Business Journal article about Detroit Radiator receiving the award. “Thank you everyone for this experience for my son, Jayden!”

While exhibiting at the show, Detroit Radiator’s Brian Miller, who is the driver of Dr. Cool, and Craig McClain, who is a national sales representative, invited the Gohls to ride in the award-winning show truck. Jayden, who is a truck enthusiast, and his family took part in the scenic convoy through St. Ignace and over the five-mile Mackinac Bridge and back. Ryan Van Haitsma with V-Max Transportation joined Detroit Radiator in winning the 2015 award.

“Receiving the 2015 Richard Crane Memorial Legend Award is a real honor,” Detroit Radiator CEO Randy Pruitt said in a news release. “It’s a privilege for us to be included among some of the best companies in the trucking industry. Our team demonstrated that we are not only a company that excels at what we do but, more importantly, we are a company with good people.”

Jayden was diagnosed at 20 weeks gestation with severe hydrocephalus. In 2008, he was born five-and-a-half weeks premature. He weighed almost 7 pounds, but his head alone weighed more than 4. Only 10 percent of his brain tissue and 50 percent of his heart were formed.

Almost miraculously, Jayden’s heart fully formed overnight and his brain had completely formed by 2010. Now, he requires a surgically implanted ventricular-peritoneal shunt and attends several therapy sessions each week. Jayden will require additional brain surgeries throughout his life.

PowerCool Radiator Sales Double Expectation

August 19, 2015

Detroit Radiator Corporation POWERCOOL® Radiator Sales Double Expectation
Detroit Radiator Corporation’s Unmatchable Game-Changer Radiator Can’t Be Made Fast Enough!

Romulus, Michigan (August 17, 2015) -- Detroit Radiator Corporation, a premier manufacturer and distributor of aftermarket cooling product solutions serving the heavy duty transportation, commercial, industrial, and agricultural industries, is predicted to end the summer with double the expected sales numbers for its POWERCOOL® radiator.

Always on the cutting edge, Detroit Radiator Corporation was first in its industry to engineer the unmatchable game-changer, POWERCOOL® radiator. Using tried and true bolt-on radiator technology, the company replaced the plastic/aluminum radiator and frame with one integrated bolt-on complete unit. With this, the radiator durability doubled and the 7-8 year radiator lifespan is back. Those in the trucking industry can recall when the plastic and aluminum constructed radiator with a reduced lifespan of only 3-4 years, replaced the bolt-on radiator with a 6-8 year lifespan.

The company-branded, POWERCOOL® radiator hit the market in late March of 2015. Beginning with offering a Cascadia model, Detroit Radiator Corporation now offers three additional Freightliner models. Additional model offerings are slated to follow.

“Of course, we expected to see a rush on our POWERCOOL® radiator come summer when our radiator sales volume peaks, but our sales have doubled our expectation,” said Randy Pruitt, CEO, Detroit Radiator Corporation. “Profitability aside, it is extremely rewarding for us to be able to bring the most sustainable radiator with advanced technology to an industry full of hardworking people spending long hours on the road,” added Pruitt.

About Detroit Radiator Corporation:

Headquartered in Romulus, Michigan, Detroit Radiator Corporation is a premier manufacturer and distributor of aftermarket cooling product solutions serving the HD transportation, commercial, industrial, and agricultural industries. As the most recognized and trusted brand in its market, Detroit Radiator Corporation offers the widest variety of aftermarket HD radiators, charge air coolers and A/C condensers, provides manufacturing excellence, utilizes top safety standards, and delivers almost every product that it sells within 24 hours.

Refusing to limit its customer offerings to only manufacturing OEM-specified radiators, Detroit Radiator Corporation, established in 1936, pioneered the manufacturing of all comprehensive aftermarket cooling product solutions.

Recent Detroit Radiator Corporation awards include: NARSA – The International Heat Transfer Association Support of Communications and Education Programs (2014), Ernst & Young Entrepreneur of the Year (2011) and Crain’s Detroit Business Salute to Entrepreneurs (2011). 

Sales of powercool radiators booming

August 17, 2015

Detroit Radiator Corporation says it plans to end the summer with double the expected sales numbers for its PowerCool radiator.

“Of course, we expected to see a rush on our PowerCool radiator come summer when our radiator sales volume peaks, but our sales have doubled our expectation,” says Randy Pruitt, CEO, Detroit Radiator Corporation.

Using bolt-on radiator technology, Detroit Radiator Corporation says it replaced the plastic/aluminum radiator and frame with one integrated bolt-on complete unit. With this, the company says the radiator durability doubled to a 7-8 year lifespan.

The PowerCool radiator hit the market in late March 2015. Beginning with offering a Cascadia model, Detroit Radiator Corporation now offers three additional Freightliner models. Additional model offerings are slated to follow

CIT Group, Inc. Hosts Detroit Radiator Corporation’s “Party with DR·COOL!”

June 24, 2015

Detroit Radiator Corporation launched “Party with DR·COOL!” events for select business-to-business customers this month. CIT Group, Inc. hosted one of these events in Champaign on June 10, 2015.

DR·COOL is an 18-wheeler, award-winning, mobile marketing unit that travels the country to approximately 15 industry tradeshows each year to showcase products, awards, sponsorship memorabilia, and company history.

Randy Pruitt, the CEO of Detroit Radiator Corporation says the experience was created as a way for the company to thank its customers and meet their individual event objectives. Pruitt adds, “We wanted to create a meaningful, memorable, fun, unusual and unexpected experience for our customers. We wanted to go above and beyond good customer service, while also boosting product knowledge and customer loyalty.”

Drew Nussbaum, our Champaign Parts Manager, was quoted saying, “What I liked best, is after doing business together for a while, we had a face-to-face allowing us to put a face with a name, making our business relationship more personal. I would like to have my customers involved next time.”

Detroit Radiator Corporation takes 'party' on the road

June 22, 2015

Detroit Radiator Corporation launched "Party with DR•COOL!" events for select business-to-business customers this month.

DR•COOL is Detroit Radiator Corporation's award-winning, 18-wheeler truck and trailer/mobile marketing unit. It travels the country to approximately 15 industry tradeshows each year, showcasing products, awards, sponsorship memorabilia and company history.

"We wanted to create a meaningful, memorable, fun, unusual and unexpected experience for our customers. We wanted to go above and beyond good customer service, while also boosting product knowledge and customer loyalty," Randy Pruitt, CEO, Detroit Radiator Corporation, says. "We know that it is the little details that keep a customer coming back, it's the little details that keep people talking about you and recommending everyone they know to you."

Pruitt says "Party with DR•COOL!" was created as a way for Detroit Radiator Corporation to thank its customers and meet their individual event objectives.

"Our mechanics liked it and they needed to get more involved with the process. We learned some new product information which helps us out a lot. Actually, because of this event, we have a radiator demo on the way. Where else does that happen?" said Travis Eller, Inside Sales Manager, for Lima, Ohio-based North Dixie Truck & Trailer, Inc.

"What I liked best, is after doing business together for a while, we had a face-to-face allowing us to put a face with a name, making our business relationship more personal," said Drew Nussbaum, Parts Manager, Central Illinois Trucks (Champaign, Illinois). "I would like to have my customers involved next time."

Detroit Radiator Corporation executives featured in new business book

May 13, 2015

(L) David Bitel, General Manager, Detroit Radiator Corporation (Featured Integrator)
(C) Gino Wickman, CEO, EOS Worldwide and Co-Author of Rocket Fuel: The One Essential Combination that Will Get You More of What You Want from Your Business
(R) Randy Pruitt, CEO, Detroit Radiator Corporation (Featured Visionary)

Two Detroit Radiator Corporation executives have been featured as leading examples in a new business book released in April.

Randy Pruitt, Detroit Radiator's CEO, and David Bitel, the company's general manager, are featured in "Rocket Fuel: The One Essential Combination that Will Get You More of What You Want from Your Business," written by Gino Wickman and Mark C. Winters.

Detroit Radiator Corporation is a Romulus-based business that distributes aftermarket cooling product solutions serving the HD transportation, commercial, industrial and agricultural industries.

Wickman, the CEO of EOS Worldwide, featured Detroit Radiator Corporation in recognition of its successful history with the ESO framework that it established in 2010.

Pruitt and Bitel were also chosen as panel members at the EOS Worldwide Client Appreciation Event, hosted by Wickman and held at The Westin Book Cadillac in Detroit.

Four company panel member teams, each with one visionary and one integrator, provided advice and shared examples on their own visionary/integrator leadership roles separately and their roles together. Several hundred southeastern Michigan entrepreneurs were in attendance and video footage was shot during the event that will be used for future training.

"Without a systematic approach in place, or any prior knowledge of what a 'visionary' or an 'integrator' role even meant, I unsuccessfully attempted to be both. As my company grew, I learned that being both did not work as they require two completely different mindsets. I now successfully capitalize on being a 'visionary,' which defines the way I think to a tee. For me, the EOS visionary/integrator framework provides a clear roadmap to achieve better strategy impact." Pruitt said. "We are humbled to have our achievements recognized."

"Rocket Fuel: The One Essential Combination that Will Get You More of What You Want from Your Business" is Wickman's third book and builds upon the business concepts of his previous books. "Traction" introduces the principles of the Entrepreneurial Operating System and "Get a Grip," co-authored with Mike Paton, illustrates how to implement it in a business.

Detroit Radiator Corporation Receives NARSA’s Support of Communications and Education Programs Award

November 8, 2014
Waste Advantage Mag

Detroit Radiator Corporation is proud to be selected as one of the leading companies honored by NARSA – The International Heat Transfer Association with an Industry Award. Chosen for its contribution to Communications and Education Programs, Detroit Radiator Corporation was recognized at NARSA’s 60th Annual National Convention, Awards Breakfast at Harrah’s Las Vegas on November 4, 2014. “NARSA is fortunate to have the support of Detroit Radiator Corporation to help us provide our members with forums to foster business and technical innovation,” commented Pat O’Connor, President, NARSA.

“We know that both communication and education are key to success and we are grateful to NARSA for helping us fulfill our personal and corporate commitment to be active participants in bettering the heat transfer industry. We are also thankful to the generous members at NARSA for all they do in various endeavors to improve this industry,” commented Randy Pruitt, CEO, Detroit Radiator Corporation.

The custom truck may be the ultimate business card

October 2014

by: Sean Kilcarr

DRCoolAfter pumping tens of thousands of hardearned dollars and countless worker-hours into crafting one-of-a-kind custom truck creations, such vehicles should be parkedin a nice garage so neither the elements nor the hazards of the road could even hope to leave the barest trace of harm upon such gleaming works of art. Such is the opinion of many folks, but not that of Bill Rethwisch of Tomah, WI. He's got seven such highly customized rigs on the road at work every day hauling and delivering gasoline and other petroleum products into places where road grime plus exposure to dings and dents are a commonplace occurrence. And he wouldn't have it any other way.

"When we pull into a customer's location, we stand out," Rethwisch explains. "We stand out to the point where families at the gas station go get their kids to see our equipment up close, rather than quickly hustle them away to their cars." Yet the business dividends from investing in such sharp highway iron far outweigh the public relations bene ts, he believes. "I've got 11 drivers working for me who just love driving these trucks," Rethwisch says. "It makes them feel good about their jobs and gives them a great sense of pride in their profession. So many trucks today on the road are all dingy and dirty, and that image masks the hard work so many drivers perform every day."

ONE OF A KIND
Rethwisch's custom trucks aren't run-of-the-mill glamorous either. His green and white 2013 Peterbilt 389 took "Best of Show" honors at the 32nd Annual Shell Rotella Super- Rigs competition in May held in Concord, NC. His orange and white 2012 Peterbilt 389 nabbed the top award at the 2013 SuperRigs event, one of the few back-to-back winners in SuperRigs competition history. But at the end of the day, what really matters is how the "high style" of Rethwisch's highway creations helps him forge deeper and longer-lasting relationships with customers. "When they see our trucks pull into their location, they know that they don't have to worry about whether our drivers will put the wrong fuel in the wrong tank," he explains. "they know that the same level of care we take in our equipment translates to the products we're hauling for them; it gives them peace of mind," Rethwisch stresses. "That pride in our work shows in how our equipment looks and the attitude of our drivers and our customers love that."  Those same themes are in play even when the customers are fleets and independent truck owners as well. "Not only is it a great way to promote our products, but it shows we are trucking people too and that we take the same pride in our equipment that our customers do," says David Bitel, general manager for Detroit Radiator Corp. (DRC). Several years ago, DRC worked with Outcast Kustoms, a one-of-akind chrome shop and collision repair facility located in Mooresville, NC, to turn a 53-ft. trailer into a mobile display for its radiator products. The trailer would not only transport the company's wares to trucking trade shows across the U.S., but would also play a key role in its marketing efforts. Randy Pruitt, CEO of DRC, felt that using a randomly hired truck to pull the company's display from show to show took away from the "visual effect" due to the mismatching colors, decal designs, etc.

A "COOL" CREATION
So, DRC went back to Outcast Kustoms and had them create "Dr. Cool" (seen at left), a 1999 Kenworth model W900 tractor with a 475- hp. Caterpillar engine mated to a 13-speed manual transmission that now serves alongside the company's trailer to showcase DRC's aftermarket cooling products. "This tractor-trailer allows us to take our actual products out into the market to our customers so they can see them and touch them," Pruitt explains. "We're not showing catalog pictures or cutouts; we're bringing actual radiators to these shows." On top of that, DRC usually packs a variety of games into the display trailer. "That brings the families into the booth, where they inevitably take pictures of their kids with Dr. Cool," he points out. Today, the entire Dr. Cool rig- tractor and trailer-visits about 15 industry events a year, with a good many of them charity events.  The rig has been driven and cared for by Hayden Eady since November 2012. He shuts down Hayden's Truck Repair, his maintenance business, when piloting Dr. Cool. DRC's Bitel feels that the company's specialized tractor-trailer often offers more than just brand recognition. "Dr. Cool really serves as a 53- ft. rolling business card, but not just to promote our products," Bitel explains, noting that in 2013, Dr. Cool hauled water and emergency supplies to areas in Central Oklahoma hit hard by a swath of tornados. "It's all part of showing that we are part of the trucking community; that we take pride in the care and maintenance of our equipment just like our customers do," he says.

THE PAYOFF
Pruitt emphasizes that "part of the trucking community" belief isn't corporate hype either. "Once we had a bit of a catastrophe - the brakes on our trailer kept locking up on a trip between shows," he explains. " Three different times at night the brakes locked up. And three separate times, a repair guy- a different person each time-came out in the middle of the night and fixed the problem for free." According to Pruitt, that demonstrates how putting a customized truck to work paid of for DRC in but one of many unexpected ways. "Each time, they told us they appreciated what we were doing, going out and supporting the industry with a highprofile rig like Dr. Cool," he says. "Don't get me wrong. It takes a lot of work to keep a truck like this in tip-top shape on the road," Pruitt adds. "But the impact we get from it for our business is dramatic."

DETROIT RADIATOR CORPORATION THANKS ITS EXHIBIT VISITORS AT THE GREAT AMERICAN TRUCKING SHOW

September 16, 2014

by: The Municipal

Romulus, Michigan (August 26, 2014)

Detroit Radiator Corporation is proud to have exhibited at the Great American Trucking Show (GATS) 2014 and extends a warm THANK YOU to all who visited its exhibit and its people. The GATS, one of the largest tradeshows in the heavy duty trucking industry, was held at the Kay Bailey Hutchinson Convention Center in Dallas, Texas, from August 21-23, 2014.

Detroit Radiator Corporation's 80 x 30 foot, state-of-the-art exhibit (# 18080) highlighted its award-winning, 18-wheeler truck & trailer, “DR·COOL” The company exhibit showcased aftermarket cooling product solutions, brochures, awards, sponsorship memorabilia, company history, and video presentations (including a DR·COOL customization video, created by Outcast Kustoms that was featured on the show, Outcast Kustoms on Velocity by Discovery). There were COOL giveaways and a bean bag toss game where guests' had fun testing their athletic skills. Prizes included, Detroit Radiator Corporation hats and 2014 limited edition DR·COOL T-shirts!  Key company representatives were also on hand to answer questions.

 
 
 
 
 
 
 
 

Detroit Radiator Corporation displays included:

  • All Metal and Plastic Aluminum Replacement Products
  • Aftermarket Radiators, Charge Air Coolers, Condensers & Fan Shrouds
  • Trademark POWERMAX Charge Air Coolers
  • All Metal vs. Plastic Surge Tanks
  • EGR Coolers
  • AC Products
  • Freightliner, International, Peterbilt Cooler Systems & More!

Detroit Radiator Corporation was honored to have been selected as an Overdrive's Pride & Polish judge as comparing the many beautiful and elaborate big rigs on display to one another is not an easy job. The company congratulates all participants and especially the GATS 2014 winners!!

"Our main objective is to give back to the trucking industry and its people as they have made us what we are today," said Randall Pruitt, CEO, Detroit Radiator Corporation. "Interacting with trucking professionals as they explore our products and services in a fun setting is priceless. We want to hear about the real issues in the industry that affect their businesses. We strive to keep learning, share thoughts, and offer advice," added Pruitt, in an earlier company press release.

About Detroit Radiator Corporation:
Headquartered in Romulus, Michigan, Detroit Radiator Corporation is a premier manufacturer and distributor of aftermarket cooling product solutions serving the HD transportation, commercial, industrial, and agricultural industries. As the most recognized and trusted brand in its market, Detroit Radiator Corporation offers the widest variety of aftermarket HD radiators, charge air coolers and A/C condensers, provides manufacturing excellence, utilizes top safety standards, and delivers almost every product that it sells within 24 hours.

Refusing to limit its customer offerings to only manufacturing OEM-specified radiators, Detroit Radiator Corporation, established in 1936, pioneered the manufacturing of all comprehensive aftermarket cooling product solutions.

Recent Detroit Radiator Corporation awards include: Ernst & Young Entrepreneur of the Year (2011) and Crain's Detroit Business Salute to Entrepreneurs (2011). Receive the Detroit Radiator Corporation Difference.

About DR·COOL:
The award-winning Detroit Radiator Corporation 18-wheeler truck & trailer, DR·COOL, travels the country to partake in 15 exciting industry tradeshows and events each year while also expressing gratitude to its customers and its community. The trailer inside contents serve as a Detroit Radiator Corporation exhibit to showcase its aftermarket cooling product solutions, awards, sponsorship memorabilia, and company history along with cool giveaways and fun contests with prizes to the HD transportation, commercial, industrial, and agricultural industries. Watch for DR·COOL to appear in your town.

About Great American Trucking Show (GATS):
The GATS is a trucking convention with over 500,000 feet of exhibit space that happens in Dallas in August each year. It draws in fleets, drivers and suppliers from across the country and offers exhibits, education, networking and fun! Some of its exciting events include: Overdrive's Pride and Polish Truck Beauty Competition, Educational Seminars sponsored by TXTA, the Commercial Vehicle Outlook Conference, exhibits from leaders in the heavy duty trucking industry and much more. For more information, visit www.gatsonline.com.

SIGHTS FROM THE GREAT AMERICAN TRUCKING SHOW (GATS) 2014

August 13, 2014
FleetOwner.com
by: Sean Kilcarr

A host interesting products, sights and, yes, plenty of glamorously-appointed custom trucks could be found at the 2014 Great American Trucking Show (GATS) in Dallas, TX.

Detroit Radiator Corp. to exhibit at Great American Trucking Show

August 13, 2014
fleetequipmentmag.com
by: Fleet Equipment Staff

Detroit Radiator Corp. will be partaking in the Great American Trucking Show (GATS) for 2014. GATS will be held at the Kay Bailey Hutchinson Convention Center in Dallas from August 21-23, 2014.

Detroit Radiator Corp.’s exhibit (#18080) will highlight its 18-wheeler truck and trailer, “DR·COOL”. The company exhibit will also showcase aftermarket cooling product solutions, brochures, sponsorship memorabilia, company history and video presentations, including a DR·COOL customization video, created by Outcast Kustoms that was featured on the show Outcast Kustoms on Velocity by Discovery. Additionally, there will be giveaways and contests with prizes.

Detroit Radiator Corp. displays include:

  • All metal and plastic aluminum replacement products
  • Aftermarket radiators, charge air coolers, condensers & fan shrouds
  • Trademark POWERMAX Charge air coolers
  • All metal vs. plastic surge tanks
  • EGR coolers
  • A/C products
  • Freightliner, International, Peterbilt cooler systems

Pix: A visit with Dr. Cool

July 7, 2014
FleetOwner.com
by: Sean Kilcarr

Detroit Radiator Corp. highlights its line of aftermarket replacement products at various industry events during the year via a unique tractor-trailer dubbed "Dr. Cool," a 1999 Kenworth W900 tractor powered by a 475-hp Cat diesel mated to a 13-speed manual transmission. With over one-million miles on its odometer, "Dr. Cool" is a hard-to-miss sight at trucking trade shows.

 
 
 
 
 
 
 
 

Detroit Radiator Corporation to exhibit at the Great American Trucking Show

July, 2014
The Cooling Journal


ROMULUS, MI - Detroit Radiator Corporation (DRC) announced that it will be exhibiting in the Great American Trucking Show (GATS) again for 2014. The GATS, one of the largest tradeshows in the heavy duty trucking industry, will be held at the Kay Bailey Hutchinson Convention Center in Dallas, Texas, from August 21-23, 2014.

Detroit Radiator Corporation's 80 x 30 foot, state-of-the art exhibit (# 18080) will highlight its award-winning, 18-wheeler truck & trailer, "DR·COOL"! The company exhibit will showcase aftermarket cooling product solutions, brochures, awards, sponsorship memorabilia, company history, and video presentations (including a DR·COOL customization video, created by Outcast Kustoms that was featured on CMT - Trick My Truck). There will be cool giveaways and fun contests with lots of prizes. And, key company representatives will be on hand to answer questions. Detroit Radiator Corporation displays include:

 

  • All Metal and Plastic Aluminum Replacement Products
  • Aftermarket Radiators, Charge Air Coolers, Condensers & Fan Shrouds
  • Trademark POWERMAX Charge Air Coolers
  • All Metal vs. Plastic Surge Tanks
  • EGR Coolers
  • AC Products
  • Freightliner, International, Peterbilt Cooler Systems
  • & More!

"Our main objective is to give back to the trucking industry and its people as they have made us what we are today," says Randall Pruitt, CEO, Detroit Radiator Corporation. "Interacting with trucking professionals as they explore our products and services in a fun setting is priceless. We want to hear about the real issues in the industry that affect their businesses. We strive to keep learning, share thoughts, and offer advice," added Pruitt. GATS 2014 will welcome nearly 500 exhibitors representing major truck and trailer brands, component suppliers and others aligned with the heavy- and medium- duty truck markets. Over 46,000 industry personnel registered for GATS 2013. Other show highlights include a recruiting pavilion, new hardworking trucks pavilion focused on class 1-5 trucks, educational sessions produced by the Texas Trucking Association, Pride & Polish National Championship and special programs like Overdrive's Most Beautiful and the Overdrive/Red Eye Radio Trucker Talent Search.

Great American Trucking Show (GATS)

June 13, 2014

Romulus, Michigan - Detroit Radiator Corporation is excited to announce that it will be partaking in the Great American Trucking Show (GATS) again for 2014. The GATS, one of the largest tradeshows in the heavy duty trucking industry, will be held at the Kay Bailey Hutchinson Convention Center in Dallas, Texas, from August 21-23, 2014.

Detroit Radiator Corporation's 80 x 30 foot, state-of-the art exhibit (# 18080) will highlight its award-winning, 18-wheeler truck & trailer, “DR·COOL”! The company exhibit will showcase aftermarket cooling product solutions, brochures, awards, sponsorship memorabilia, company history, and video presentations (including a DR·COOL customization video, created by Outcast Kustoms that was featured on CMT - Trick My Truck). There will be cool giveaways and fun contests with lots of prizes. And, key company representatives will be on hand to answer questions.

Detroit Radiator Corporation displays include:

  • All Metal and Plastic Aluminum Replacement Products
  • Aftermarket Radiators, Charge Air Coolers, Condensers & Fan Shrouds
  • Trademark POWERMAX Charge Air Coolers
  • All Metal vs. Plastic Surge Tanks
  • EGR Coolers
  • AC Products
  • Freightliner, International, Peterbilt Cooler Systems
  • & More!

"Our main objective is to give back to the trucking industry and its people as they have made us what we are today," says Randall Pruitt, CEO, Detroit Radiator Corporation. "Interacting with trucking professionals as they explore our products and services in a fun setting is priceless. We want to hear about the real issues in the industry that affect their businesses. We strive to keep learning, share thoughts, and offer advice," added Pruitt.

GATS 2014 will welcome nearly 500 exhibitors representing major truck and trailer brands, component suppliers and others aligned with the heavy- and medium-duty truck markets. Over 46,000 industry personnel registered for GATS 2013. Other show highlights include a recruiting pavilion, new hardworking trucks pavilion focused on class 1-5 trucks, educational sessions produced by the Texas Trucking Association, Pride & Polish National Championship and special programs like Overdrive's Most Beautiful and the Overdrive/Red Eye Radio Trucker Talent Search.

About Detroit Radiator Corporation:
Headquartered in Romulus, Michigan, Detroit Radiator Corporation is a premier manufacturer, re-manufacturer and distributor of aftermarket cooling product solutions serving the HD transportation, commercial, industrial, and agricultural industries. As the most recognized and trusted brand in its market, Detroit Radiator Corporation offers the widest variety of aftermarket HD radiators, charge air coolers and A/C condensers, provides manufacturing excellence, utilizes top safety standards, and delivers almost every product that it sells within 24 hours.

Refusing to limit its customer offerings to only manufacturing OEM-specified radiators, Detroit Radiator Corporation, established in 1936, pioneered the manufacturing of all comprehensive aftermarket cooling product solutions. Recent Detroit Radiator Corporation awards include: Ernst & Young Entrepreneur of the Year (2011) and Crain's Detroit Business Salute to Entrepreneurs (2011). Receive the Detroit Radiator Corporation Difference - Visit www.DetroitRadiatorCorp.com.

About DR·COOL:
The award-winning Detroit Radiator Corporation 18-wheeler truck & trailer, DR·COOL, travels the country to partake in 15 exciting industry tradeshows and events each year while also expressing gratitude to its customers and its community. The trailer inside contents serve as a Detroit Radiator Corporation exhibit to showcase its aftermarket cooling product solutions, awards, sponsorship memorabilia, and company history along with cool giveaways and fun contests with prizes to the HD transportation, commercial, industrial, and agricultural industries. Watch for DR·COOL to appear in your town. For DR·COOL mobile marketing tour information, visit www.DetroitRadiatorCorp.com.

About Great American Trucking Show (GATS):
The GATS is a trucking convention with over 500,000 feet of exhibit space that happens in Dallas in August each year. It draws in fleets, drivers and suppliers from across the country and offers exhibits, education, networking and fun! Some of its exciting events include: Overdrive's Pride and Polish Truck Beauty Competition, Educational Seminars sponsored by TXTA, the Commercial Vehicle Outlook Conference, exhibits from leaders in the heavy duty trucking industry and much more. For more information, visit, www.gatsonline.com.

See attached company logo and photo of DR·COOL (mobile marketing unit).
Additional photos available upon request.

Media Contact:
Karen Johnson
Detroit Radiator Corporation
734-258-1628
KarenJ@DetroitRad.com

Detroit Radiator Company’s Big Red Custom Kenworth

May 31, 2014
By driver@livetrucking.com


Chris Fiffie of Big Rig Videos recently caught up with the driver of this sweet rig that you may have spotted at the 2014 Mid America Truck Show.
This 1999 big red custom W900 Kenworth is owned by Detroit Radiator Company. They produce high quality, heavy duty radiators and other trucking equipment. The driver, Hayden Eady from Decatur Alabama, has been a truck driver for nearly 20 years and because he’s been spotted in this slick rig is now known as Dr. Cool.
This beast has a 475 horsepower CAT Engine, 13 speed transmission and a little over a million miles, which is pretty low for a 1999 working truck.
Dr. Cool is also a member of Chi Town Large Cars truck club, a great non-profit organization that runs truck shows to raises money for charity and families in need.

ROMULUS: American Trucker Appreciation Day is Saturday

June 18, 2012
By Dave Herndon


The News Herald
ROMULUS - Custom semitrucks from across the nation will be on display for American Trucker Appreciation Day from 8 a.m. to 5 p.m. Saturday.

The show, hosted by Detroit Radiator Corp., 15385 Pine, is free to the public.

The headliner of the show is expected to be "Dr•Cool" a truck that recently was customized by South Carolina-based Outcast Kustoms for a show on the Discovery channel family of networks. NASCAR star Denny Hamlin's Toyota Camry also will be there.

Tours of the facility will be offered, and there will be music and food.
Call 1-734-284-9070 for more information.

Payoff of persistence: Crain's 2011 Salute to Entrepreneurs awards

October 16, 2011
By Michelle Munoz


Crain’s Detroit Business
Randall Industries Inc., dba
Detroit Radiator Corp., Romulus
Award Category: $16 million to $30 million revenue
President and CEO: Randy Pruitt

When Randy Pruitt was 15, he worked summers at a radiator shop. Three years later, he was running it.

His father, John Miller Pruitt, bought the shop in 1986 and handed the reins to Randy. Since then Pruitt has been dedicated to growing his business in radiators for heavy-duty trucks. Randall Industries Inc. was founded in 1991 as a spinoff from the shop. Today, the company makes and services radiators and radiator parts. Its specialty is Class 6, 7 and 8 trucks.

In 2001, the name Detroit Radiator Corp. became available. Pruitt decided to take advantage of the brand's history and purchased the name and assets from Hot and Cold Holding.

"When we decided to market retail, it was a no-brainer: We are going to use this name," Pruitt said.

Pruitt's business was doing well, but he said it "hit a ceiling." He looked at the marketing strategies, and that's where he found his answer for expansion.

"We didn't reinvent the radiator," Pruitt said. "What we did was take the marketing a different way."

The products had been advertised through distributors and radiator shops before a switch was made to advertising in magazines, on radio and at trade shows.

"The response was tremendous, and it was overwhelming at times," Pruitt said. "The feedback we were getting from owner-operators of small fleets was 'Wow, I wish you guys were around a long time ago.' "

Pruitt said the key was tweaking ads until they got the right results. The company now spends 5 percent of its revenue on advertising.

"We are trying to make our name synonymous with heavy-duty truck radiators," Pruitt said. Riekie Roncinske, manager of Taalman Engineered Products Ltd., a Laredo, Texas-based radiator parts and service company, said she has seen Pruitt and Randall Industries make great strides over the past few years. She has been impressed with Pruitt and his staff.

"(His approach to marketing has) given him an advantage, big time. ... He's taken a big, bold move," she said. "He's taken the bull by the horns."

In February 2010, a fire started by a propane tank leak destroyed the entire inventory. An adjoining production facility was damaged as well.

David Bitel, general manager of DRC, said Pruitt's first thoughts were of how to get back to work.

"It was pretty devastating," Bitel said. "The first thing Pruitt said was, 'We have to get another temporary facility.' "

They found one, and within 10 weeks of the fire everything was back up and running. They purchased the facility in December.

Before the fire, the company projected moderate growth for 2010. Despite the loss of inventory and time taken to find a new facility, the company ended up doubling those projections and generated nearly $16 million in revenue.

Recently, Paccar Inc. entered into a deal with Detroit Radiator Corp. DRC will service all Kenworth and Peterbilt dealerships, which are both Paccar businesses. Pruitt said the deal signified DRC getting Paccar's "blessing from a corporate standpoint."

"Our name is good and it's good enough that the biggest people in the industry ... will want to associate themselves with us," Pruitt said. "They don't want to just sell our products with their name on it. They want to sell our products with our name on it."

The company sells to all 50 states, Puerto Rico, Canada, Australia and other countries. There are seven distribution points: in Alabama, California, Colorado, Florida, Michigan, Texas and Utah.

ROMULUS: Detroit Radiator Corp. makes comeback after fire, thanks to leadership

August 04, 2011
By Anne Pilon
The News Herald

Randy & Kim Pruitt

ROMULUS - Detroit Radiator Corp. recently survived one of the worst obstacles a business can face - losing nearly everything in a fire.

According to General Manager David Bitel, the company's ability to not only survive, but continue to grow, is due to the company's leadership qualities and its CEO's overall vision for the company.

Randy Pruitt, president and CEO of Detroit Radiator Corp., has built a team that embodies seven very important qualities, according to Bitel: teamwork, pride, adaptability, enthusiasm, honesty, integrity and humility.

Bitel said these qualities were proven by the staff at Detroit Radiator when, after the fire, employees volunteered to help the company rebuild, despite the fact that they were being paid by an insurance company. "The people here genuinely care about this organization", Bitel said. This is such a great place to work, and that's mostly due to Randy building a really great team.

Pruitt's leadership has now been recognized by more than just his employees. He recently was awarded the Ernst & Young Entrepreneur of the Year award in manufacturing for the Michigan and northwest Ohio region.

It was his first time being nominated, so we didn't expect him to actually win just based on the fact that it was his first time there, Bitel said. But he did, and I think that is mainly based on our story and his vision. If you look at our numbers, we basically doubled our projections for growth despite the fact that we had a fire in our warehouse.

In November, Pruitt will travel to Palm Springs, Calif., for the national Entrepreneur of the Year Award ceremony. Bitel said that the awards are wonderful, but Pruitt remains dedicated to the company and plans for continued growth.

"We know what we're capable of and we know that we'll be able to achieve or exceed the goals we've set for the future of this company," Bitel said.

Detroit Radiator Corp. is a manufacturer and distributor of heat transfer equipment for heavy-duty trucks. Bitel said that when Pruitt became CEO of Detroit Radiator Corp. nearly 10 years ago, he changed many aspects of the company.

Aside from developing new ways to improve product manufacturing, Pruitt began using indirect marketing strategies, which is something many manufacturing companies overlook.

“Randy likes to change the game,” Bitel said. “That’s kind of his catch phrase.”

Overall, Detroit Radiator Corp. looks forward to a steady growth and long future in Michigan.

“Michigan manufacturing is not dead,” Bitel said. “We had a fire that destroyed pretty much everything and we had the opportunity to move anywhere, but we chose to stay here because we truly believe in Michigan.”

Detroit Radiator Corp. is at 15385 Pine Drive. To learn more, call 1-734-284-9070.

Facts box:
Address: 15385 Pine Drive, Romulus.
Phone: 1-734-284-9070.
Website: DetroitRadiatorCorp.com
CEO: Randy Pruitt.
Employees: 60.

‘Entrepreneurial spirit’ drives Detroit Radiator, earns company Ernst and Young regional award

Randy Pruitt
Randy Pruitt’s career in radiators began when he was 18 and his father bought a radiator shop. Today, he owns his own company. (Courtesy: DETROIT RADIATOR)
The Trucker News Services
July 8, 2011

DETROIT - Randy Pruitt had owned Detroit Radiator Corp. for nearly 10 years when a major fire devastated the warehouse and production facility, putting his goals for 2010 in serious jeopardy.

But Pruitt was determined to let nothing get in the way of his vision” delivering quality products at a fair price through superior customer support.

ultra cool powermax ultra core
bbb