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American Towman Magazine Presents the Week in TowingJanuary 16 - January 22, 2019
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Molten Meltdown

0 0b84dBy George L. Nitti

Towing and rescue scenarios are often intense, as the profession is fraught with hazards that require alertness and sometimes acts of selfless heroism. One image that comes to mind of such intensity is the heat of molten fire.

Since 2003 when the Colson family took over Rocky Mountain Towing in Boise, Idaho, fire has been a theme developed in their graphics.

"Over the years we have gone with fire themes on our tow trucks that have names like 'Beast Within,' 'Playing with Fire,' and 'Fire on the Mountain,' " said Mike Colson, son of owner Carl Colson.

One of their new models, a 2017 RAM 6500/Chevron 408 Renegade, is named "Molten Meltdown."

"It just came to me and then I handed it off to our custom painter who is with Doug Designs and Signs of Mountain Home," said Colson.

Airbrushed, the flames of the molten fire are rendered blazing across the lower half on the sides of the unit. Through the fire is a long tow chain with intriguing hook resting at the backend.

The company name is written large across the side of the unit, with the letters "Rocky" standing out in all white, contrasting with the black and red of the molten flames.
Adding to the fire theme are green tribal flames on the unit's hood that flow over to the front sides.

"Green has been an ongoing theme since we bought the company," Colson said. "We've kept that going, but the flames have gotten greener and more brilliant."

The custom paint work, which has won awards at various tow shows that include the American Towman ShowPlace-Las Vegas in 2017, has gotten a "phenomenal response," said Colson.

"We calculated the paint jobs into our advertising budget. When we list our business in the phone book, we make sure to use our image. People might not remember the business name, but they do remember the paint jobs."

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Should your truck be featured here? Send a few pics and your contact information to the editor at bdooley@towman.com . You might even be selected to go in print, too, in American Towman magazine!
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