sides and a rear gate for additional safety and security, a 16-
inch trough option for increased versatility depending on
customer needs, a 7-pole light plug in the gooseneck box, a
B&W Trailer Hitches turnover ball and an underbody toolbox
for maximum storage convenience.
“Our bodies are built from structural steel at the core. Wil-
Ro was built on integrity and craftsmanship, so we stand
behind every product for the entirety of its lifetime,” Coster
says.
To Coster, a lifetime warranty fits into Wil-Ro’s identity in
that ‘anything worth doing is worth doing right.’ That’s why
his team looks back on what was successful in the past to see
how to improve in the future.
“It’s our culture - our brand,” explains Coster. “We
understand the importance of relationships and open
communication. We follow up with every product that
leaves the plant to learn how we can improve. We try to be
humble enough to say, ‘We need to improve,’ even when the
answer is something we may not want to hear.”
Humility is a trait that Coster admires, especially when it
comes to the company’s increasing dealership base and its
impact on Wil-Ro’s end-users. He feels his plans for the
company’s growth requires a strong network of dealers who
align with his customer-centric approach.
“We want to find dealers that bring us ideas and feedback
from customers, so we can both grow together,” says Coster.
“One of my goals is to take Wil-Ro from a regional brand
in Tennessee to a Southeastern powerhouse and a national
industry leader. We want to find dealers that have an interest
in representing our brand as if it was their own.”
Wil-Ro and Coster himself have spent decades focusing on
creating lasting partnerships based on trust, communication
and hard work. By partnering with like-minded dealerships
across the southeast, the company will surely become a major
provider in the trailer and truck body industries of the future.
www.natda.org NATDA Magazine 25