ETT Magazine
Schuster’s Edge: Lighter Refrigerated Trailers, Greater ROI
In 1956, a young man named Orville Schuster started a business with just one truck and a lot of determination.
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More than a century of innovation, resilience, and growth
Tried and True for 125 Years
Chapter One
The Beginning
Our story is an American story, part of the very fabric of our country. In 1900, our founder started the Savannah Blow Pipe Company, eventually helping to grow the American steel industry and crafting trailers out of necessity. From these humble beginnings, we emerged as a driving force in revolutionizing modern goods transportation. Today, that same spirit of resilience, innovation, and dedication drives us forward, delivering solutions that keep America moving.
1900s
Pioneering Powerful Possibilities
In our 125-year history, we’ve risen to the challenge of each decade with resilience and determination.
Explore how our story is intertwined with our country’s story, while leading our industry with innovation and high-quality products.
Founding and Early Production
In 1900, we began as the Savannah Blow Pipe Company in Savannah, Georgia, fabricating sheet metal blowpipe systems and iconic
cyclone dust collectors for Southeastern mills.
Expansion of Manufacturing
By 1916, Great Dane was no longer just a blowpipe systems supplier. To meet growing customer demand, we began fabricating light structural steel and steel plate products at our new 10,000 square foot manufacturing facility in downtown Savannah.
Lathrop Avenue Plant
The two dozen workers at the Lathrop plant used a 10-ton traveling crane, a blacksmith facility, and the latest cutting and punching tools to shape steel for a growing list of customers. The Lathrop Avenue location operated successfully for nearly a century.
1930s
ROAD TO OPPORTUNITY
We recognized an opportunity to better serve our customers as America’s roads began to stretch across the nation.
As the country’s highway system grew, we rose to the occasion, building dependable trailers that helped businesses move their goods across the open road.
Introduction of trailers
During the Great Depression, Chairman George Mercer capitalized on Roosevelt’s interstate expansion by approving our first over-the-road trailer.
In 1931, the Savannah Blowpipe Company became The Steel Products Company and pioneered a new generation of highway trailers. This new breed of trailers was nicknamed the “Great Danes,” the now-iconic Great Dane brand, known for strength, stamina, and forward-thinking engineering.
Invention of Lightweight Stressed Skin Vans
Responding to highway weight restrictions aimed at haulers, we developed lightweight tank trailers and van trailers made from high-tensile steel. An exceptionally lightweight stressed skin van became our flagship product.
The Great Dane Brand is Born
To build the first trailers, we reached out to the best trailer man in the business, William Lowndes. A resident of Greenville, South Carolina, Lowndes and his employees are credited with our now iconic name, Great Dane. Known for hauling milk carts long distances, the loyal Belgium breed is the perfect embodiment of this new breed of trailer.
1940s
Answering the Call
As demand for fresh food grew, we responded by creating the first factory-finished refrigerated trailer—revolutionizing transportation by keeping products at the right temperature.
When our nation entered World War II, the Army called on us to build thousands of trailers, enabling our troops to transport military tractors in Europe. We were proud to receive the Army-Navy E for “Excellence” award five times, but our true reward was serving our country in its darkest hour.
Built to Serve during WW2
Our country had endured many challenges over the years, and we were trusted to keep it moving forward—even in times of war. During World War II, we were handpicked to manufacture military-grade trailers. Known for our expertise in high-tensile steel, we proved to be a reliable partner when lives were on the line.
With heavy-duty trailers supporting the war effort, we earned the prestigious Army-Navy “E” for Excellence award five times, a testament to our commitment and craftsmanship.
Pioneering Refrigerated Transport
As demand for U.S. produce increased, we innovated. Using a gas engine and blower system to circulate air over blocks of ice, our refrigerated trailers, known simply as “reefers”, made it possible for thousands of Americans to put fresh fruits and vegetables on the table.
Nationwide Expansion
By the mid-1940s, we had established sales outlets throughout the Eastern United States, located in 31 cities across 18 states.
1950s
TAKING
ALTERNATE ROUTES
The development of trailer innovations opened up new possibilities for the transportation industry thanks to Great Dane’s American ingenuity.
When the Eisenhower interstate system created new possibilities for moving goods even further across the country, we developed longer, lighter trailers to equip growing fleets.
Longer, Lighter Trailers
To help preserve the nation’s roadways, the National Interstate and Defense Highways Act set limits on truck and trailer size and weight. We adapted by not only building longer and larger trailers to increase payload capacity, but also making them lighter to comply with new regulations.
Becoming Great Dane Trailers, Inc.
In 1958, we officially change our name from The Steel Products Company to Great Dane Trailers, a name that reflects our past and our future. To underscore the change, a red background is added to the signature Great Dane logo.
Aluminum Revolution Begins
Comprised primarily of lightweight aluminum, we redesigned our van trailer lineup and introduced a new series of tank trailers. These innovations were so well received that we phased out all structural steel products. By the end of the decade, we were fully dedicated to the trailer business.
1960s
ACQUIRING & EXPANDING
When our company embraced the name “Great Dane,” we opened the door for accelerating our brand across the globe.
More than 50 years into the business, our products began to expand as we produced additional innovative transportation solutions for our customers.
We became Great Dane Trailers, moving full-time into the trailer business.
Taking Alternate Routes
As companies found new ways to transport freight—shipping piggyback trailers on railroad flatcars and fishyback containers for maritime cargo—we completed our first piggyback trailer order. Two years later, we followed up with the first maritime container order.
Serving The Eastern Seaboard
We expanded our sales network across 24 states in the Eastern U.S., establishing a strong market presence. We secured direct piggyback and maritime container sales with major companies, including Fruit Growers Express Company, Chesapeake & Ohio R.R. Co., Xtra, Inc., and Grace Line.
Expanding Into Europe
In 1966, we partnered with Adamson & Hatchett, Ltd. in Dukinfield, England to serve the British Commonwealth and with Van Hool & Fils in Koningshooikt, Belgium to expand into the European market. That same year, we announced a $2 million expansion program, doubling our trailer production capacity.
1970s
Investing in innovation
This chapter in American history coincided with great growth and opportunity for our company, setting a new path for our business that continues today.
While the country was growing at a fast pace, we were breaking new ground on plants across America to meet the need.
Memphis: Second Manufacturing Facility
With the purchase of Arrow Trailers in Memphis, Tennessee, we established our second manufacturing facility. Dedicated to platform trailers, production at the Memphis plant nearly doubled.
Brazil: Third Manufacturing Facility
We built a new dry van manufacturing plant in Brazil, Indiana, strategically positioned to serve the Western and Midwestern trailer markets. In 1978, the plant doubled its output with the addition of refrigerated trailer production.
R&D Center Launch: First of Its Kind
Launched in 1974, our Research and Development Center was the first of its kind for a trailer manufacturer. Over the years, we advanced our capabilities, and our state-of-the-art facility became home to the industry’s only computer-driven road simulation, driving innovation in trailer design.
1980s
Production & Technology
During this pivotal decade, we expanded globally, while our engineers developed cutting-edge technology during the country’s tech boom.
The 1980s brought new innovations, expanded production, and fresh opportunities, shaping the future of our company.
Manufacturing Expansions
In 1984, we expanded our Brazil plant to include a large-order trailer production line. The following year, we added a Composite Panel Plant to manufacture Fiberglass Reinforced Panels and similar products. Around the same time, we opened a new Parts Distribution Center, enhancing aftermarket support in the Western U.S.
Expanding Refrigerated Offerings
In 1988, we acquired the SuperSeal reefer production plant in Wayne, Nebraska, expanding our portfolio to offer the broadest line of reefers in the industry. That same year, we conducted over-the-road testing on experimental trailers to gather data ahead of the launch of the ThermaCube reefer.
Investing in Road Simulation Testing
Computer-driven Road Simulation Equipment was installed at the company’s Research & Development Lab—the only one of its kind still operating today. This was followed closely by the introduction of Finite Element Analysis software, which proved essential in achieving optimum strength-to-weight product design.
1990s
CONTINUED GROWTH
As Great Dane’s network expanded, the company entered a new era of growth and possibility.
A historic partnership occurred in the 1990s, as Pines and Great Dane united to form one of the largest trailer manufacturers in the world.
Opening Dry Van Plant in Terre Haute, Indiana
The 1990s marked a period of ambitious growth for us. In 1996, we opened a dry van plant and a parts distribution center in Terre Haute, Indiana, further expanding our production and support network.
World’s Largest Trailer Company
In 1997, we merged with Pines Trailer, forming Great Dane Limited Partnership and becoming one of the world’s largest trailer manufacturers.
Modernizing Sales & Service
As we approached 100 years in business, we began modernizing our branches. Our Little Rock location expanded from a sales office to a full-service branch, complete with parts and service bays. Soon after, we upgraded branches in Charlotte, North Carolina; Lancaster, Pennsylvania; and Dallas, Texas, strengthening our nationwide support network.
2000s
CELEBRATING 100 YEARS
As the world welcomed a new millennium, we celebrated 100 years in business, marking a century of innovation and growth.
The close of the 20th century was a significant milestone, ushering in a new chapter of expansion and technological advancements that strengthened our industry leadership.
Celebrating the Century Mark
With the arrival of the new millennium, we achieved a rare milestone—100 years in business, marking a century of innovation, growth, and industry leadership.
One year later we acquired Strick’s Eastern Van Manufacturing facilities in Danville, Pennsylvania and Abbeville, South Carolina and two of Trailmobile’s manufacturing facilities in Jonesboro, Arkansas and Charleston, Illinois. Their proximity to existing plants helped us to better serve the Northeastern U.S. and Canada.
SSL Dry Freight Van Makes Its Debut
Introduced in 2002, the SSL dry freight van featured sheet-and-post construction with patented steel-lined interior walls, delivering unmatched durability and cargo protection. Offering lower maintenance than plate and composite wall trailers, its versatile interior lining could be adapted based on the products being hauled.
Expanding Service: One-Stop-Shop
With a high-tech paint booth, additional service bays, expanded parts warehouses, and plenty of yard space, our Charlotte facility set a new standard for a full-service experience. This success paved the way for grand openings in Mount Joy, Pennsylvania, and Dallas, Texas, further expanding our service network.
2010s
The Future
With 120 years of history, we continued to push the boundaries of innovation and technology to better serve our customers.
Our future remained bright as we adapted, evolved, and led the industry forward, helping businesses move goods efficiently across American highways. Ready for the road ahead, we embraced new advancements to drive the next era of transportation.
The Great Dane (R) Evolution
We officially dropped “Trailers” from our name, reflecting our expanding lineup of transportation solutions. Alongside the Freedom XP all-aluminum flatbed, we introduced the Alpine and Sahara truck bodies. Our product lines also evolved—dry vans became Champion, reefers became Everest, and flatbeds became Freedom. To mark this evolution, we added a new oval logo to the back of all reefers and dry vans.
Building, Growing, Innovating
In 2010, we expanded refrigerated trailer production with a new reefer plant in Statesboro, Georgia, and strengthened our position in temperature-controlled transport by acquiring Johnson Refrigerated Truck Bodies. In 2016, we opened our sixth dry van plant in Elysburg, Pennsylvania, followed by a new corporate office in Savannah, Georgia, home to the industry’s most advanced research and development lab.
The Future of Goods Mobility
We embarked on yet another transformation—shifting from a trailer company to a goods mobility leader. Driven by data, our FleetPulse Smart Trailer System put critical information at our customers’ fingertips, optimizing yard operations, deliveries, cargo protection, and compliance. More than ever, running with us meant running smarter—year after year, mile after mile.
2020s To PRESENT
The Future
is Bright
With 125 of history, Great Dane continues to meet our customers’ needs with innovation and customizations.
Safety is a core value of everything we do at Great Dane. The company’s Think Safety First initiative promotes safe work behaviors and raises awareness about how injuries impact team members and their loved ones.
Safety is part of our team’s workday, evident in the Truck Trailer Manufacturers Association awards won in 2020, 2021, and 2022, adding to the nearly 50 we’ve won since the award’s inception.
New Look, New Brand, Same Great Dane
In February 2022, we introduced a brand evolution, featuring a refreshed version of our iconic Great Dane logo to reflect our continued growth and innovation.
The new brand identity, which includes an update to Champ, represents our collective focus on providing end-to-end solutions for the transportation industry. It embodies our strength, pride, and a forward-thinking approach.
This new brand identity helps connect Great Dane’s historic past to our exciting future.
Top Place For Women To Work In Transportation
In 2023, we were honored as a Top Company for Women to Work For in Transportation by the Women in Trucking Association. This prestigious award recognized the talented, hard-working women on our team and reaffirmed our commitment to fostering an inclusive and supportive workplace.
Quasquicentennial
In 2025, we celebrated 125 years of innovation, quality, and reliability in transportation. This milestone honors our history and commitment to shaping the future with the same dedication that has defined us for over a century.
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