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American Towman Magazine Presents the Week in TowingFebruary 14 - February 20, 2018
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Here Comes the Bull

By George L. Nitti

In Fontana, California, Toro Towing has built up a large presence, due in part to the high demand for towing services that stems from heavy congestion in the region.

"Fontana is called the 'City of Trucks,' " said Toro owner Juaquin Conchas. "In a one-mile radius, there are 20 dealerships."

High demand alone, however, is not enough to sustain or grow a business. It takes a tough owner like Conchas to guide the ship with a sense of direction and perhaps a streak of stubbornness.

He admits that he has such a streak.

"When I want something, I'm going to get it," Conchas said.

Thus "Toro," which means bull, is a fitting name for the company that Conchas started from scratch 15 years ago.

The bull serves as its logo, where it's strength stands out on all of their units, such as their 2014 Peterbilt 388/Century 40-ton rotator.

"People take pictures of it all of the time," Conchas said, "When I helped design the graphics, I wanted it to be seen from a distance."

He said that was a big reason for the red, white, black and silver color scheme he chose for the company colors.

The red and black colors naturally pop against the unit's white background. They serve as the primary formations that streak and zigzag across the unit's side, adding an abstract dimension that underpins the fury-enflamed, nostril-flaring, teeth-bearing portraiture of the bull.

The metallic silver that accentuates the truck's backside helps to showcase the company name and phone number.

There is no problem seeing these graphics from a distance, including the boom, which reinforces the company name.

The unit, rewrapped because of damage, was picked up at the American Towman ShowPlace and Exposition a few years back, one of several that Conchas has purchased.

"We have three more on the way," he said. "I work as hard as I do because I don't want to lose what I have. I want to keep on growing."

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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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