When it comes to showing off the potential for dump trucks, often companies keep it simple. The numbers will often tell the story to knowledgeable customers, and a demonstration will fill in the rest.
However, the company Terex thought differently when it came to marketing what was for 25 years the biggest and highest capacity haul truck in the world, the Terex 33-19 Titan.
Designed for high-capacity coal and iron ore mining, it was the only one of its type ever made, being used at the Eagle Mountain mine, before being moved to Sparwood in Canada, seeing use from 1975 until 1991.
Despite having fairly frequent issues with reliability, and having a peak uptime rate of 70 per cent, its sheer size made it an exceptionally efficient solution that paid for itself during its time of service.
However, perhaps its greatest legacy was when it was the start of an advert alongside a golfing superstar who was also known for his superlatives.
To this day,Jack Nicklaus is the most highly decorated male golfer in history, with a record 18
major championships that despite the efforts of Tiger Woods may prove to be an unbeatable record.
The Golden Bear had an endorsement deal with Terex, and a marketing agency decided there was no better way to show off their showpiece Titan truck than by hitting a shot out of a sand bunker in its gigantic bed.
TheTerex advert was first shown in 1977, by which point the only Titan ever made was already years into its service. But it took a day off to allow the 37-year-old golfing legend to take a few swings with a sand wedge.
It served to highlight just how necessarily huge a lot of dump trucks need to be but helped to raise awareness of heavy machinery in a way never seen before and not seen since.
https://www.hemmings.com/stories/terex-33-19-titan...
https://www.youtube.com/watch?v=5R3O9P8N6Yg&featur...
