Page 31 - September-October 2025

TRAILERTALK

Shur-Co® Unveils New Brand Identity, Signaling

Customer-Driven Growth

Shur-Co®, a leading manufacturer in cargo protection and load securement, today at the Farm Progress Show, unveiled its new brand
identity — a bold visual and strategic evolution which underscores its commitment to a more unified, customer-centric operating model,
while building on over seven decades of innovation and service.
At the heart of the new identity is a diamond icon — a powerful symbol of Shur-Co’s durability and decades-long success. Representing
strength, precision, and lasting value, the diamond reflects the company’s rich heritage in tarping systems while pointing confidently
toward the future.

But it’s more than a new logo, the identity signals a larger transformation: one brand, one team, and one direction, focused on delivering
smarter systems, stronger partnerships, and greater value across the industries Shur-Co serves. It also positions the company to expand into
new markets and meet the demands of a rapidly changing global landscape.

“At the core of the new brand identity is clarity for our teams, our partners, and especially our customers,” said Chad Heminover, President &
CEO of Shur-Co. “It’s instantly recognizable and directly associated with the quality and trust our customers expect.”

“As our industries evolve and expectations rise, staying ahead means staying innovative. Our new identity reflects our commitment to
continuous improvement — adapting to what’s next while staying true to the values that have always set Shur-Co apart.”
The unified brand reflects Shur-Co’s commitment to aligning its operations, resources, and people to reduce friction, simplify the customer
experience, and accelerate innovation. From product selection to service and support, customers and partners will experience a more
seamless, consistent approach — built around their needs and designed to grow with them.

The debut at Farm Progress marks the beginning of a new chapter for Shur-Co — one rooted in clarity, connection, and forward momentum.
The new brand will be featured at key industry events throughout the remainder of 2025, including the Big Iron Farm Show, National
Trailer Dealers Association Annual Convention, and Vipar HD’s IMPACT Conference, offering attendees a first-hand look at what the future of
Shur-Co represents.

Midland Welcomes Scott MacRae as
Clarience Technologies, Stoughton Dealer Development Manager for
Trailers Collaborate to Introduce North America East
Leading Smart Chassis Design
Stoughton Trailers and Clarience Technologies™ introduced the first truly
smart chassis, developed to enhance safety, vision, and productivity for
intermodal fleets featuring seamless connectivity between hardware
and software data flow.
Midland Trailers is proud to announce the addition of Scott MacRae
Stoughton and Clarience Technologies, with their premium brands to our team as Dealer Development Manager – North America East.
Road Ready, Rear View Safety, P.S.I.® and Truck Lite®, have been
working together on smart trailer and chassis technology for several Scott brings over 20 years of experience in trailer manufacturing
years, initially aiming to develop a smart chassis solution for the sales and dealer development across North America. His extensive
intermodal market. The overall objective was to improve tractor/trailer industry knowledge, strategic insight, and proven track record
communication across the industry and prepare trailers and chassis in building strong dealer networks make him a valuable asset to
for future technologies including next-generation braking systems, Midland’s continued growth and commitment to excellence.
onboard Ethernet, and autonomous systems.
In his new role, Scott will focus on expanding and strengthening
The well-respected Truck-Lite harness system was the catalyst for the Midland’s dealer relationships throughout the eastern region of
initial discussion. For the smart chassis, the Truck-Lite harness provides North America. His leadership will play a key role in enhancing
the backbone to support other high-bandwidth connections. customer engagement, driving sales performance, and supporting
our dealers with the tools and strategies they need to succeed.
Stoughton and Clarience Technologies are closely aligned in their desire
to improve safety and visibility for transportation. The collaboration on About Midland Trailers
this project was essential in developing the smart chassis design, bringing
together Stoughton’s expertise with the technical and engineering Midland Trailers is a leading manufacturer of durable and innovative
knowledge of Clarience Technologies and their Team of Companies. trailers designed for the toughest jobs. With a commitment to
Clarience Technologies provides Stoughton a one-stop, all-in-one quality, performance, and customer satisfaction, Midland continues
system approach solution for the required technologies. Learn more at to set the standard in the trailer industry.
https://ntda.site-ym.com/news/710531/Clarience-Technologies-and-
Stoughton-Trailers-Collaborate-to-Introduce-Leading-Smart-Chassis-
Design.htm.
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