VOLVO TRUCKS

®

Driver’s Digest A MAGAZINE FOR COMMERCIAL TRUCKING PROFESSIONALS

Driving the Limits of Fuel Efficiency P8

THE NATURAL GAS VEHICLE

P 10

GREAT SOUTHERN TRADITIONS

NOVEMBER 2011

EDITORIAL

Can we break through the fuel efficiency ceiling? F

or years, fleets and drivers alike have questioned whether the industry will ever see fuel efficiency crack the 10 mpg ceiling. Is it possible? Several journalists recently visited Volvo Trucks’ North American headquarters in Greensboro, North Carolina to learn about one innovation that is heading us in that direction. They were invited to test drive Volvo’s newly announced XE13 powertrain option, which engineers at Volvo Trucks have designed to deliver up to 3% additional fuel savings, above and beyond the impressive numbers Volvo has already been delivering with its EPA 2010 solution and new aerodynamic enhancements. With so many elaborate gadgets and gizmos being advertised with bold claims to increase fuel efficiency, it was natural for these journalists to be cynical. But, as one admitted after the test drive, he was quite frankly, “blown away.” This wasn’t a simple “drive it around the block” test, either. Journalists took the driver’s seat for several hundred miles in a Volvo VNL 670, equipped with a D13 engine, I-Shift overdrive transmission, plus a very tall 2.64 rear axle ratio and 22.5 tires. With the I-Shift’s 0.78:1 ratio in top gear, that put the net ratio to the ground at an eye-popping 2.06:1. What’s the secret to the success of the XE13? Quite simply, it’s simple. There are no bolt-on or moving parts, no component upgrades, no additives, and no extra gadgets. Instead, you’ll find Volvo’s innovative I-Shift transmission with spe-

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cial software programming and, of course, those very tall rear ends. But with this innovation, said one journalist, “Volvo has made the first dramatic improvement in powertrain technology in some time.” Volvo’s objective was to create a powertrain solution that would operate at optimum efficiency on 90% of the interstate highway grade profiles in the country with an absolute minimum of gear changing. As a result, the XE13 will stay in top gear much longer along most of America’s Interstates. When it a shift is needed, it takes full advantage of the 1,750 pounds-feet of torque produced by the 425-hp engine down to as low as 1,050 rpm. But that’s not all. Volvo has opened up the torque on the D13 and widened the torque band to give drivers massive pulling power from 900 rpm all the way out to 1,500 or better. Gone is the humped torque curve that limits peak output to just a very narrow range. XE13’s wide, flat torque curve allows for two things: fewer fuel-consuming gear changes and far more time in top gear, and a much lower engine speed at highway cruise speed with no compromise in drivability. Both are big fuel savers and big driver comfort enhancements. With this innovation, Volvo Trucks may have provided new ammunition for the fuel efficiency debate: perhaps consistent, double-digit fuel efficiency is attainable, after all. For more on this development, see the “fuel efficiency” story in this issue of Driver’s Digest.

PRECISION. WE’RE BIG BELIEVERS IN IT. How do you reduce operating costs and save money on your tire program? Get precisely the right tire. With Bridgestone tires, you get tires designed exactly for what the road calls for. Hitting the sweet spot between performance, wear and fuel economy. Don’t be fooled by truck tires that come with confusing claims and vague promises. Get real, genuine solutions that fit your needs to a tee. To contact us and learn more visit Bridgestonetrucktires.com. Precisely The Right Tire. Our passion for the very best in technology, quality and service is at the heart of our commitment to you wherever you are in the world. Bridgestone wants to inspire and move you. For your nearest Bridgestone Authorized Dealer, visit our website at bridgestonetrucktires.com ©2010 Bridgestone Americas Tire Operations, LLC. All Rights Reserved.

Bridgestone Corporation

Driving the Limits Volvo Introduces Revolutionary Powertrain Package

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olvo Trucks has taken the old adage, “gear fast, run slow” to a new level with their announcement of a new powertrain package that promises up to an additional 3% better fuel efficiency. Already delivering up to an 8 percent fuel efficiency improvement over EPA ’07 engines, Volvo Trucks announced the new XE-13 powertrain package for its VN series tractors aimed at reducing fuel consumption. The XE concept, coined from “exceptional efficiency” – lowers engine rpm at cruise speed, a concept Volvo calls “downspeeding.” Made possible through the combination of Volvo’s I-Shift automated manual transmission and a Volvo engine with modified software, XE13 allows the engine to cruise at just 1150 rpm at 65 mph – about 200 rpm less than the average truck sold today. “Historically, we’ve seen a slow progression toward a lower “sweet spot,” with the 1300 to 1500 rpm range as the current industry standard,” said Ed Saxman, Volvo Trucks product manager – powertrain. “The engine with the XE13 package has a broader ‘sweet spot’ of 1050 to 1500 rpm. Customers gain about a 1.5 percent fuel efficiency improvement for every 100 rpm of ‘downspeeding’, so fleets that spec XE13 can expect up to a 3 percent improvement when compared to another overdrive

transmission in a similar operation.” The XE13 package is rated up to 80,000 pounds (GCWR) and includes the following components: 4 Volvo D13 engine with 425 horsepower and 1750 lb-ft of torque 4 Volvo I-Shift overdrive transmission with a 0.78:1 ratio 4 Axle ratios of 2.64 to 2.69 4 Proprietary software that facilitates seamless communication between Volvo’s integrated powertrain components. Volvo has bumped the torque output on the D13 to 1,750 lb-ft, which allows engine rpm to fall as low as 1,050 rpm before downshifting. The broader sweet spot extends the cruise range of top gear, reduces the number of downshifts required on relatively flat terrain, and keeps the engine at peak operating efficiency through a wider range of road speed. “With the new package, the engine runs in its sweet spot at any given speed, never straying from its sweet spot at any point from zero through top speed,” Saxman said. “When cruising at speeds below 60 mph, the intelligent software is designed to prompt the I-Shift transmission to downshift only when necessary for maximum fuel efficiency. Like the song Continued on page 6

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of Fuel Efficiency

Continued on page 6

Volvo Trucks’ new XE13 powertrain package reduces fuel consumption by allowing the engine cruise at just 1150 rpm at 65 mph – about 200 rpm less than the average truck sold today.

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cover story Continued from page 4

Journalists test drive a Volvo VNL 670 equipped with the I-Shift automated manual transmission against a VNL 670 equipped with I-Shift and the new XE13 powertrain package. The XE13 pulled away in fuel efficiency and added to the already superior driveability of the I-Shift.

says, the I-Shift software knows when to hold ’em and knows when to fold ’em.” The result, Saxman adds, is a truck that will cruise about 90% of the interstate highways at a very efficient cruise speed with minimal gear changes, even on mildly hilly terrain. ”The 200 rpm reduction in engine rpm at cruise and few gear changes will produce efficiency gains in the order of 3%.” “Any fleet focused on spec’ing their trucks for maximum fuel efficiency can benefit from the XE13 package, but fleets spending considerable time cruising at highway speeds will see the greatest improvements.” Ron Huibers, Volvo Trucks senior vice president

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– sales and marketing, said. “Our intelligent, integrated XE13 package delivers improved fuel efficiency without sacrificing drivability during steep mountain inclines or stop-and-go traffic.” The XE13 powertain package is the latest step in fuel efficiency for Volvo customers, who are already achieving up to 8 percent improvements in fuel efficiency over EPA ’07 engines. In November 2009, the launch of Volvo’s EPA ’10 certified No Regen engines with SCR technology gave customers a 5 percent boost. Volvo’s powertrain enhancements and advanced aerodynamics announced at the 2011 Mid America Trucking Show deliver up to an additional 3 percent.

REGULATIONS

OEMs Detail Design Innovations to Meet New Greenhouse Rules

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ruck and engine makers outlined some of the engineering innovations they will have to develop and put onto highways over the next six years to meet recently unveiled federal heavy-truck greenhousegas regulations. They said meeting the new fuel-use standards would be a process of corralling myriad small savings from numerous design changes that, molded together cohesively, will yield 20% reductions in fuel burned and carbon dioxide emitted by the nation’s heavy-duty truck fleet. With no large, obvious, single solution to the problem, engineers said they will work to combine the benefits of improved aerodynamics, weight reduction, materials science, petroleum chemistry, software and sensors, mechanical and electrical engineering and waste-heat recovery. President Obama announced the new fuel-efficiency standard on August 9. The regulations, developed by the Environmental Protection Agency and the National Highway Traffic Safety Administration, set different targets for various truck sizes and applications, with nonmandatory targets beginning in 2014 and mandatory fuel-use cuts of 20% by 2017. For 2014, most agree that application of best practices such as the incremental improvements would meet the first set of standards. “But 2017 will be harder,” one executive stated, adding that truck designs may take a radical leap and end up looking like “Japanese bullet trains.” Brian Balicki, senior industrial designer at Volvo Trucks, said that truck designs will continue to be enhanced to minimize every aspect of wind resistance, including improved methods to redirect air using bumper closures, skirts and

VOLVO TRUCKS

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Driver’s Digest

fairings on tractors and trailers, roof deflectors and tractor side deflectors. Other design innovations will include lighter-weight materials, and active fifth wheels that could tighten the tractor-trailer gap on the highway but loosen it for city driving. Shell Lubricants recently said advances in synthetic oil design will reduce viscosity while maintaining protection against metal wear. These better engine oils and axle lubricants may also boost mileage by reducing friction, as the less energy it takes to move drivetrain components, the more efficient a vehicle becomes. Part of the research will be underwritten by the Department of Energy through its SuperTruck program, which promotes research into trucking equipment that could be 50% more efficient and marketable by 2015. Volvo Group’s North American trucking operations, including Volvo Trucks, Mack Trucks and Volvo Powertrain, will receive $19 million from DOE. “We appreciate the Department of Energy’s recognition of Volvo as a global technology leader,” said Volvo Powertrain President Peter Karlsten. With the DOE grant, Karlsten said, “We’re able to explore some planned fuel-efficiency improving technologies earlier in our product development cycle than normally scheduled — and also investigate advanced technologies that normally would not be economically feasible.” Volvo and Mack said research areas include advanced fuel injection and combustion strategies, advanced materials and lighter-weight vehicle concepts, reduction of tire rolling resistance and reducing engine idling.

Editorial Director: Rob Simpson Art Director: Michelle Moeck

Contributors: Wade Long Ed Saxman Donna Reuschle

Chad Parker Holly Moreau Paul Lambrecht Lee Parke

If you have any questions contact us at “[email protected]”.

PO BOX 26115, Greensboro, NC 27402 | (336) 393-2000 | fax (336) 393-3191 | www.volvotrucks.us.com Driver’s Digest is published monthly by Volvo Trucks North America. It is produced expressly for and provided at no charge to drivers, fleet managers, owners, and other professionals in the commercial trucking industry. Contents may not be reproduced by any means, in whole or in part, without prior written consent of the publisher. © 2011, Volvo Group North America, LLC. All rights reserved. Printed in USA. Publication No. PV835-905-0904

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Products

Volvo Trucks adds factory-installed natural gas option for daycabs Volvo Trucks is expanding its commitment to environmental care and energy security through the introduction of a natural gas-powered Volvo VNM daycab. The natural gas option is ideal for port drayage, pickup and delivery applications, grocery and beverage haulers, or any private fleet concerned about CO2 emissions.

“Localized or closed-loop operations present a great opportunity for companies to utilize our nation’s abundant domestic supply of natural gas,” said Ron Huibers, senior vice president – sales and marketing. “Volvo is already delivering the cleanest trucks in the world in terms of regulated emissions, and now we’re offering an alternative fuel option to move our nation’s goods while emitting less CO2.”

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Powering the VNM daycab is a 9-liter, 320 hp, 1,000 lb-ft torque Cummins Westport ISL G engine that uses cost-effective, clean-burning compressed or liquefied natural gas. The heavy-duty engine features maintenance free aftertreatment, requiring only a three-way catalyst to meet EPA 2010 emissions standards.

Volvo recently delivered its first 10 natural gas-powered VNM daycabs to Talon Logistics, Inc., the transportation division of Giant Eagle, Inc., a multi-format food and fuel retailer with stores in Pennsylvania, Ohio, West Virginia and Maryland. Talon also received Volvo’s first delivery of EPA 2010-certified trucks in November 2009.

INDUSTRY NEWS

Industry NEWS ATA Says Biodiesel Prices May Increase, Asks EPA to Rethink 2012-13 Mandates

the benefits of biodiesel far outweigh the costs and we remain confident that Congress will recognize the value that the tax incentive offers the country and will reinstate it.” In addition to environmental benefits, biodiesel produces American jobs and makes the country less dependent on foreign oil sources, factors that also generate support for the tax credit in Congress, Evans said. “The recent oil price spikes have taught everyone that we shouldn’t put all our eggs in one basket,” Evans said. “We need a diverse supply of energy.” Last year, however, Congress let the tax credit expire, devastating a biodiesel industry already reeling from the recession. More than 50 biodiesel plants closed before Congress restored the credit retroactively this year. Evans agreed that without the $1 tax credit, 2010 was painful for the industry but said biodiesel producers can Easy -easily Solution meet EPA’s proposed mandates 6 8 5 4 2 for 1 the 3 next 9 7 two years. “We’ve already produced 2 4 9 6 3 7 1 5 in8 the first six months of year 3 1 7 this 8 5 9 more 4 2 bio6 diesel than we in ”4 3 8 did 2 1 all 7 of6last 5 year. 9 9 7 truckers’ 6 1 4 complaints 3 5 8 2 ATA reiterated 5 3saying 4 9 the 8 fuel 2 6 7 a 1 about biodiesel, “has 9 8 3 7 cold 4 2weather 6 5 lower energy1 content, poor 6 2 5 1 8 7 3 9 performance4 and higher vehicle maintenance costs.”7 5 3 2 9 6 8 1 4

only biodiesel in blends varying from 2% to 5%. Biodiesel, however, costs more to produce than trucking’s main fuel, ultra-lowsulfur diesel. To keep biodiesel competitive at the pump, taxpayers underwrite its higher production costs with a $1-a-gallon federal tax credit for producers. ATA said that the current budgetcutting mood in Congress means the tax credit will not be renewed when it expires Dec. 31. Without the credit but with production mandates still in place, refiners could pass the higher production costs onto consumers of biodiesel and other fuels, ATA said. “In the absence of this federal tax credit the price of biodiesel is exorbitant compared to the price of ULSD,” said the trucking federation. Without the tax credit, the wholesale cost of biodiesel could be as much as $1.70 more a gallon, ATA said in2011 its 15NOVEMBER ISSUE page commentary onEASY the proposed fuel standards6 rule — 5 which 4 2 EPA is scheduled 7 to adopt this fall. 6 3 7 1 Ben Evans, spokesman for4 the Na7 3 tional Biodiesel Board, did not9 dispute that 7 6 5 8 “Obvibiodiesel costs more to produce. 5 4 2 biodiesel ously, there’s a premium on over petroleum 8diesel and a modest price increase in2 B25 or1 B58 without the tax 8 4 incentive,”7 Evans said. 9“But6 we believe

American Trucking Associations said the federal government’s proposed 20122013 renewable fuel standards could become “a new billion-dollar hidden tax on the trucking industry” because Congress is unlikely to continue underwriting biodiesel’s production costs. In comments filed with the U.S. Environmental Protection Agency, ATA said the proposed production rules ignore “economic realities” and place “the interests of biodiesel producers above the interests of consumers.” EPA is proposing mandates that would have the nation’s refineries produce 1 billion gallons of biomass-based diesel in 2012 and 1.28 billion gallons in 2013. ATA is asking that EPA waive the 2012 production mandate and then review the 2013 mandate proposed for biomass-based diesel, the EPA category for biodiesel. ATA said in its comments that, “Given the high cost and operating challenges associated with biodiesel, demand for biomass-based diesel would evaporate absent government mandates.” Only four states mandate the sale of biodiesel, which means truckers pulling up to fuel pumps in Minnesota, Oregon, Washington and Pennsylvania can buy

Taco Talk

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Profile profile

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Great Southern Traditions

In 1971, Jimmy Rane built his business by delivering treated lumber to local businesses with the help of a 10-year-old pickup truck.

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weet tea and fried chicken . . . good manners and gracious hospitality . . . love of God and country. All are deeply rooted in the great American South. But in the town of Abbeville, Alabama, you can also add YellaWood® brand pressure treated pine to the list of ‘great southern’ traditions. YellaWood® is the brand name of the product produced by Great Southern Wood Preserving, Incorporated, North America’s leading supplier of pressure treated pine. Jimmy Rane is the company’s owner and CEO, and the story of Jimmy and Great Southern is as colorful as that of the Old South itself. To tell the story properly, you have to go back more than 100 years. In 1907, 29-year-old Giuseppe Reina left his wife, Concetta, and his two small sons behind in the village of Camma-

rata on the island of Sicily in search of a better life for all of them in America. Giuseppe (whose name was changed to Joseph Rane at Ellis Island) settled in Madison, WI and found work as a laborer. He looked forward to the day he could afford to bring his wife and sons to this land of opportunity. That day finally arrived in 1912, and the couple went on to raise seven children in their newfound home. One son, Tony, inherited his father’s penchant for travel. In his comings and goings between New York City and Los Angeles he crossed paths with many notable characters – from the notorious gangster Al Capone to musicians Tommy and Jimmy Dorsey and actress Tallulah Bankhead. After WWII and his discharge from the Army Medical Corps, Tony married and settled down in his wife’s hometown of Abbeville, Alabama, where the couple raised two boys. Fast forward to 1970. Tony’s son, Jimmy, was in his last year of law school at Cumberland

School of Law in Birmingham, AL and planned a future as an attorney. It was at this time that his wife’s parents were killed in an automobile accident, forcing the family, and specifically Jimmy with his law background, to deal with the estate. Part of the estate included a small, struggling backyard fence post manufacturing company that was owned by his father-in-law. “In a way you might say that I decided to mediate my first case,” said Jimmy. “I convinced everyone that I should lease the land and buy the equipment for $10,000. My hope was to sell it once I got the machinery operational again.” But what Jimmy also discovered was that he had a real penchant for business. In 1971, with a bank loan of $72,000 to upgrade the equipment and with the aid of a 1961 one-and-a-half ton pickup truck, Jimmy began delivering treated lumber to local businesses. A month later he graduated from law school and prepared for the bar exam. “By August I was both a lawyer and a wood treater. From 4:30 in the morning to 8:00 a.m., I worked at the plant, and then put a full day in at my law

PROFILE Always innovative, Jimmy used his love of the West (and old Western cliffhangers) to create an awardwinning advertising campaign that promotes the YellaWood brand.

bulb first came on for me,” said Jimmy. “I realized that just like Browning Lumber, Great Southern was under-capitalized, and growth was causing cash flow problems. So one of the first things I did after returning from the class was to secure a $1.5 million credit line from one of our state’s largest banks.” The second revelation came in the case study of Perdue Chicken and its patriarch, Frank Perdue, a pioneer in branding commodity products. Jimmy thought if Perdue could build a brand leadership position in chickens, a commodity product where price competition was brutal, then he could certainly do it within the $4 billion-plus lumber industry. He took the knowledge he gained from the program and put it to work by starting to build recognition for the company name. He started with college football – another southern tradition. (In fact in the South, some consider football more of a ‘religion’ than a sport.) Jimmy started his brand name recognition efforts by sponsoring several weekly college

football coaches’ shows. As a side benefit, that also led to longstanding friendships formed between him and such legendary coaches as Gene Stallings, former University of Alabama football coach, and Pat Dye of Auburn University. Both Stallings and Dye now serve on the Great Southern Wood Holdings, Inc., Board of Directors. Great Southern’s early advertising efforts also concentrated on telling consumers to ‘look for the little yellow tag’ found on the end of its pressure treated lumber which signified it was a genuine pressure treated product from Great Southern Wood. That focus on the Continued om page 13 yellow tag

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The “Frank Perdue” of Lumber In the first week of the Harvard program the group studied the case of the Browning Lumber Company. “That’s where the light

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office, which had two phones,” said Jimmy. “As if in a movie comedy, I would answer one phone and say ‘James Rane, Attorney-at-Law,’ and the other I’d answer with ‘Great Southern Wood.’ Faced with the challenges of growing a new business, Jimmy took to the road hawking his products to building supply stores around the area. “We would literally buy lumber one bundle at a time, treat it, put it on the truck and go out and peddle it,” he said. “But we struggled because at that time dealers were reluctant to stock treated lumber, a product their customers knew little about, much less asked for.” But nevertheless sales, if not profitability, did continue to grow. Faced with the challenges of growing a new business, Jimmy’s younger brother, Greg, joined him in the business in 1974, and the brothers decided to open a second processing plant in Mobile, AL and widen their distribution. However the key turning point in the company’s financial growth curve did not occur until the mid ‘80s when Jimmy was invited to attend an Owner/President resident-study program at the Harvard Business School. That was where he discovered the importance of establishing and marketing a brand name that consumers recognize and trust. But could he build a brand name for a commodity product like wood where consumer brands currently didn’t exist? Always the eternal optimist, Jimmy had no doubt that he could.

Jimmy’s ads tell of the continuing adventures of “Yella Fella”(Jimmy in his trademark yellow hat and vest) as he and his trusted Lemon Drop ride into and out of danger.

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© 2011 “For a complete book of Truckin’ Crosswords...visit James Longton.com”

ACROSS staple 121 Steeple Driver’s digest

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ACROSS 53 Wild trends 7 1 Steeple staple 56 “Two if by ___” 5 Second largest city in Oklahoma 58 Better than from a bottle 10 ‘Star Wars’ or ‘Star Trek’ 63 Fancy ride, for short 8 for his car 3 Comedian known 14 Fencing sword 64 Martini garnish collection 15 Diced taco topping 65 International oil org. 5 16 Night spot 4 Absorb information 67 Egg-shaped 17 One of Columbus’ ships pizza68 At no time 5 Mexican 18 “_____ your6engines!” 69 Not "____ us a child issoft born" 2 19 For kids of all ___ 70 DNA component One who tells fish tales? 7 20 Traditional taco wrappers 71 Having a high IQ 8 Arranges 23 Magic and Heat org. 72 “Famous” cookies 6 9 Practical jokes 24 Truck stop features 25 “Ready, ___, DOWN Grilled taco garnish 10fire!” 9 28 Check for errorsFish tank growth 1 Stiller or Kingsley 11 31 __ Lanka 2 ‘The Illiad’ or ‘The Odessey’ 12 Approximate 3 Comedian known for his car 32 Hitch or hang-up 3 Six pack components? 13dweller 34 Middle East collection Compass 21 found 36 Cheese rarely on tacos pt. 4 Absorb information 1 40 Clean the 22 kitchenDrink order option 5 Mexican pizza 42 Margarita “rocks” 6 “____ us a child is born” 25 Association abbreviation 43 Come on in 7 One who tells fish tales? native 26 South American 44 Kind of passage 8 Arranges 27 The red planet 45 Auction word 9 Practical jokes Spring flower 10 bulb 47 Margarita29 garnish Grilled taco garnish 48 West coast state, briefly Fish tank growth Mexican food11 staple 30 50 Something of yours to watch 12 Approximate dip 33 Favorite Mexican 52 Possessive pronoun 13 Six pack components?

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The Adventures of Yella Fella In 2009 when Great Southern expanded into new markets in Texas, Arkansas and Missouri, Jimmy and his marketing team came up with an award-winning idea that capitalized on Jimmy’s love of the old Western serials. The campaign would include television spots that had a “cliffhanger” approach much like the serial Westerns Jimmy saw at the Archie Theater in Abbeville, so viewers could see a continuing saga in the ads that ran from week to week. Jimmy himself plays the cowboy hero,Yella Fella. The commercials are all shot on location in Moab and Monu-

ment Valley, UT and on the sets of many old original Western classics such as ‘The Quick and the Dead’ that was filmed near Tucson, AZ as well as at Bonanza Creek Ranch in Santa Fe, NM, another site where a number of famous Westerns were filmed. He sought technical collaboration from celebrated experts such as Western movie stuntman, Dean Smith, actor Dale Robertson, and world champion rodeo Cowboy “Cody” Bill Smith. He also invited the two-time Grammy Award winning Grand Ole Opry vocal group ‘Riders in the Sky’ to become part of the campaign. In addition to the television spots, consumers can sign on to www.yellafella.com to enjoy video episodes of the Yella Fella saga as it unfolds each week, listen to the music of Riders in the Sky and much more. Recently, the National Cowboy & Western Heritage Museum presented Jimmy with its prestigious “Wrangler Award” for a short film based on the “Yella Fella” character and the creative nature of the cliffhanger concept. The piece, entitled “The Lady from Silver Gulch,” gives added testimony to the popularity of the themes of the old West. The Business Today Today Great Southern, with 11 locations and approximately $500 million in annual sales, is recognized as the premier brand of treated lumber for do-it-yourselfers, and can be found at retail home centers and other buildingrelated retail outlets throughout the South, Southwest and Midwest. The company attributes its great success in large part to its commitment to providing superior products and services. But the innovative market savvy of Jimmy Rane surely led the way.

A separate entity, Greenbush Logistics, Inc., was later formed to help move Great Southern’s products to market in the justin-time environment the company’s customers required. That endeavor became so successful Greenbush expanded into hauling freight for a multitude of customers throughout the southern, midwestern and southwestern U.S. The fleet currently operates

175 Class 8 tractors and 350 flatbed trailers which average 100,000 miles driven annually. Volvo trucks were first introduced into the Greenbush fleet in 2004. “Our purchase decision drivers had changed over the years as we moved from being a private carrier to an over-theroad carrier,” said Kevin Savoy, Vice President of Greenbush Logistics. “So we opened up the door to explore other brands. I consulted a good friend of mine who was director of maintenance at AAA Cooper, an LTL fleet out of Dothan, AL. They were running all Volvo equipment and were very happy with them. On our own evaluation and their advice, we purchased four Volvo VN 610s with Cummins engines to give them a try.” The Continued on page 14

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continues to this day. These marketing tactics led to two important milestones for Great Southern: ‘YellaWood’ was developed as the product brand and trademark, and the color yellow on Great Southern’s end tags became a federally registered trademark. One of the things Jimmy learned at an early age was to blaze your own trail, and not necessarily go along with the crowd. As a kid he loved to go to the Archie Theatre in Abbeville, and particularly loved serial Westerns. “The old Western movies had a message,” he said. “It was that good triumphs over evil. Embedded in the Code of the West were the values of honesty, service, character, integrity, patriotism and family. We live in a time when young people especially need to hear that good guys don’t finish last, and that truth and justice can prevail.” It was his love of Westerns and their message that triggered the idea for one of Rane’s most recent, innovative and successful advertising campaigns.

PROFILE

In 2004, Jimmy added Volvo trucks to his fleet at Greenbush Logistics, Great Southern’s transportation arm, thanks in part to the advice of an industry associate whose company ran all Volvo equipment and was very happy with their performance.

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regulations

The Jimmy Rane Foundation “Class of 2010.” This foundation has provided more than $1.4 million in scholarships to help deserving young people receive a college education.

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14 Driver’s digest

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ecstatic with the fuel economy they delivered (an average of 6.2 mpg) which helped raise our fleet average.” Today Volvo trucks are the trusted standard at Greenbush. “Our drivers love them, they’re delivering outstanding fuel economy and reliability, and Volvo corporate and our local Volvo dealer, Action Truck Center, continue to be very responsive to our needs,” said Savoy. drivers of those units, hesitant at first, became their biggest advocates. “They raved about the quality of the ride, quietness, comfort and driver-friendly design of the Volvo trucks,” Savoy noted. “In 2005 we purchased 80 Volvo VNL 630s with Volvo D12 425-hp engines. We were

Pay it Forward Jimmy Rane is a man who believes strongly in the concept of ‘paying it forward.’ He has done much to help preserve the heritage and beauty of his hometown of Abbeville, and through the Jimmy Rane

Foundation, he has overseen the awarding of more than $1.4 million in scholarships enabling more than 175 deserving young people to pursue their dreams of a college education. Without this assistance, the cost of attending college would simply be too great for many of these students. Jimmy is quick to give the credit for his success to the lessons he learned from his father – who passed away earlier this year at the age of 94 – and to what he calls “the best teams in the business” at Great Southern Wood and Greenbush Logistics. And as for Great Southern and the Yella Fella himself, their story is ‘to be continued . . .’

Safety

Are you ready for winter driving?

A

dverse weather conditions, particularly winter driving, require that you spend more time preparing yourself and your vehicle. As you know, conditions can change quickly in the winter; being prepared can help you successfully operate your truck in snow, ice, and extreme cold. Vehicle Inspection Beyond your regular vehicle inspections, adverse weather means you’ll need to pay extra attention to certain vehicle components and accessories. Coolant/antifreeze level: Make sure your vehicle’s cooling system is full and that you have the right mix and quantity of antifreeze. Windshield: Make sure your vehicle’s defroster and heater work properly. Windshield wiper blades should press against the window firmly enough to wipe the windshield clean. Check that you have the right type and amount of washer fluid in

the reservoir. Check the reservoir for cracks or other damage. Tires: Check tread depth, proper mounting and inflation. Brakes: Make sure your brakes are properly adjusted. Also regularly check for ice on the brake linings. Bleed your air tanks more frequently to keep them as moisture free as possible. Lights and reflectors: Check often to make sure they are free of dirt, snow, ice, and other debris. Fuel tank: Ideally, the tank should be full when you’re starting out. Keep it topped off if bad weather is expected. Exhaust system: Check regularly. Loose connections can cause carbon monoxide to leak into the cab or sleeper. Coupling devices: Before hooking up a trailer, remove all ice and snow from the fifth wheel, glad hands, etc. In temperatures below freezing, the fifth wheel may not lock around the kingpin if the grease is frozen. Double check the locking and lubricate the fifth wheel with a winter grade lubricant. Exposed wiring and air lines: Remove ice and snow from wiring and air lines.

Hand holds, steps, deck plates: Volvo’s grab handles are mounted internally to keep them warm and dry. However, remove all ice and snow from other handholds, as well as vehicle steps and deck plates. Tire chains: chains are most effective in heavy snow. On the other hand, they provide little traction in light snow and no traction at all on glare ice. Know when to use them! If you’ll be operating in an area at risk of heavy snow, carry the proper size and number of chains as well as extra cross links. Check the chains regularly for broken hooks, worn or broken cross links, and bent or broken side chains. Also, use chain slack adjusters if available. Always use caution when installing chains. Chains must be snug, but not too tight. Check them regularly and retighten as necessary. Also remember that tire chain requirements vary from state to state. Make sure you understand the specific laws or regulations for the states in which you’ll be driving.

- Next month: winter emergency equipment you should always remember, and driving tips you should never forget.

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Driver’s digest 15

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