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American Towman Magazine Presents the Week in TowingOctober 18 - October 24, 2017

Spreading Sunshine

0 7c742By George L. Nitti

With temperatures climbing up to 120 degrees in Palm Springs, Calif., during the summer months, it was a no-brainer for Jesse Mojica, owner of Mohica Towing, to brand his company with a large image of the sun.

"About nine months out of the year, it is sunny in Palm Springs," Mojica said. "When I started the company 30 years ago, it was the first thing I came up with. Everybody knows this area for its sunshine."

On the side of their 2015 Peterbilt/Century 1040 rotator is their signature emblem of a large yellow sun with thick orange stripes emanating outward in all directions.

The company lettering, in black, spans across the entire side of the unit.

"It's a billboard on wheels," Mojica said. "It stands out on our freeways. We get a lot of nice compliments like it 'Looks great,' and 'That's a nice wrap.'"

The font for company name is stylistic of Native America heritage. Mojica said that he thought that if you went back over a hundred years, you might find he might be Native American himself.

"Last of the Mohicans," he joked.

He also said that the wrap reminds some people of Japan, land of the rising sun, where his graphics have been compared to that of Kawasaki.

"The future of the towing industry is in the rotator," Mojica said. "It saves time and it saves lives."

He also likes the Peterbilt because he says it's a 'workhorse' and because it is easy to get parts for.

Learning something new every day, Mojica looks forward to the day when he can eventually give towing a break, looking to his family of three boys and daughter, and about half of the crew, to carry on and spread the company name.

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