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

'The Beast'

0 be873George L. Nitti

Coming up with a strong company name to help brand it is key when establishing a business. For Margie Linville, co-owner of Revelation Diesel Repair & Towing in Rosner, N.M., their company name was changed in 2013 in part because of her connection to the Book of Revelation in the Bible.

"The Book of Revelation," said Linville, "shows the ending of all the pain and suffering in the world and the beginning of what we can't begin to imagine. As a tow company, you meet a lot of distressed people. They look to you for help. We even have a place for people to stay on our lot. With some of our customers, you form a bond."

The company name is written large, spanning across the flame-themed unit of their black 2005 Peterbilt 387/50-ton Bro Wrecker.

"It's the first wheel lift assembly on a heavy duty," said Joe, Margie's husband. "We've been told there were only 10 made. We operate it each and every day without ever a problem. It was made by a man named Hans from Sweden who now lives in Florida."

The flames are another standout feature, covering the unit and helping to add to the Revelation theme. Although some find it suggestive of hell and damnation, Margie said that was not the intention.

"I love flames," she said. "They are very catchy. Flames are about purification. Gold is heated at extremely high temperatures to bring out impurities. In God's sight we are all gold nuggets being purified."

The extended cab adds distinction; on the front end of the unit is its name, "The Beast."

Linville said, "The Beast is biblical in that it is representative of power and destruction. That power is subservient to the One in control, God, who is greater."

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