Mansfield Partnership

Reladyne partners with Mansfield & Yara to support the growing demand for diesel exhaust fluid

Marketing and Distribution Agreement provides exclusive diesel exhaust fluid distribution, equipment solutions and environmental compliance

"DEF demand is increasing at an aggressive rate every day and we operate in 5 of the top 8 states in terms of DEF demand in the US. The Mansfield-Yara partnership has been invaluable to our participation in this new market. Based on this partnership we invested early on in the necessary training, equipment and people to ensure we supply and service the rapidly growing DEF demand within our customer base. We look forward to growing this relationship over time as the business develops and we expand into new markets."
Dan Oehler, Vice President of Sales and Marketing, RelaDyne

The Challenge

RelaDyne, a premier marketer of lubricants, coolants and chemicals, faced timing and logistics challenges in adding diesel exhaust fluid (DEF) to their product and service offerings for its commercial and automotive customers. The need has been somewhat difficult to gauge due to the timing of 2010 truck engine product arrival to its customer base. However,demand has grown steadily and because DEF is the industry's largest new product requirement, RelaDyne felt the need to become the DEF leader in their local markets.

The Solution

After evaluating the entire marketplace of diesel exhaust fluid (DEF) manufacturers and alliance programs, RelaDyne chose to aggressively market Yara's Air1® DEF because with a 3-5% better fuel economy, it is a perfectly aligned product offering for their customer base. Yara could provide quick product availability, market competitive pricing and, in partnership with Mansfield Oil Company, expert training for RelaDyne's sales force.

Partnering with Mansfield Oil Company to distribute Yara's Air1® diesel exhaust fluid (DEF) through their national DeliveryONE network guaranteed exclusive product distribution, sales access to a large customer base with emerging DEF requirements, provided vast industry expertise and completed RelaDyne's true network of fuels, lubricants and DEF.

RelaDyne's partnership with Mansfield and Yara also made it possible for them to begin investing into their fleet for true bulk dispensing capability.

The Results

Increased sales
Joining Mansfield Oil Company's DeliveryONE network provided RelaDyne with a new revenue stream. Over two months, RelaDyne added well over 100 new customers of diesel exhaust fluid (DEF) products and services. They have realized sales in lube centers, auto and tire repair centers, car dealers, gas stations, truck stops, fleets, truck shops and OEM truck dealers.

Superior education
RelaDyne was especially excited about Mansfield Oil Company's and Yara's commitment to educating sales professionals so that they can help fleets get comfortable with the adoption of diesel exhaust fluid (DEF). Each DeliveryONE specialist is rigorously trained and certified on how to store, handle, transport and administer DEF for fleets in any weather condition.

Environmental compliance
Using Air1® diesel exhaust fluid (DEF) has helped RelaDyne's customers meet 2010 Clean Air Act mandates, reducing harmful emissions and protecting them from costly liability. Air1® meets API and ISO 22241 standards. Mansfield Oil Company monitors DEF usage and refills tanks before they're depleted, reducing risk for noncompliance penalties.

National supply, local service
Through their nationwide DeliveryONE network, Mansfield is able to provide RelaDyne's customers with Yara's Air1® diesel exhaust fluid (DEF) with no supply shortages. Air1® is delivered by certified local technicians through a centralized procurement process that's backed by Mansfield's leading global supply position and history of premium client service.

Your Solution
For your diesel exhaust fluid needs, contact RelaDyne at 1-877-498-1119

More about DEF

RelaDyne DEF Partners