We’ve arrived at a point where automotive advancements have become so commonplace that they often fail to impress us as they once did. For instance, a car that can accelerate to 60 miles per hour in just three seconds elicits little more than a casual acknowledgment from us today. In contrast, such a feat would have been monumental a decade ago. Now, it takes something truly remarkable to grab our attention, particularly regarding vehicles and their capabilities. This context makes the recent showcase by Miller Industries all the more noteworthy, as they demonstrated their largest rotator by lifting two heavy-duty tow trucks simultaneously.
The Century M100 is undeniably impressive. Earlier, we covered a tri-steer Peterbilt similar to this one, owned by Modzelewski’s Recovery and Heavy Hauling in Danbury, Connecticut. The truck featured in this impressive lift is a twin-steer model from E-Z Towing and Recovery in Avondale, Arizona. It is lifting two Century 5130 heavy-duty towing and recovery units, which together weigh 70,000 pounds—a significant challenge to tackle.
Fortunately, the Century M100 is designed for heavy lifting. Its capacity is rated at an impressive 100 tons, far exceeding the current load it is handling (for comparison, the lifted 5130s can manage a mere 25 tons). The boom of the M100 extends over 53 feet high, and due to its full swivel capability, the truck has a working area of 8,333 square feet. While only a handful of individuals or trucking companies may need such a powerful rig, for those that do, the Century M100 is the ultimate solution.
This marketing strategy by Miller Industries stands out as one of the most effective and visually captivating moves I’ve witnessed recently. Remarkably, it required minimal effort. While I would appreciate seeing these images in a traditional two-page magazine spread, complete with accompanying text, Miller Industries simply shared the photos on social media with a straightforward caption: “The Century M100 just hanging out doing M100 things.” For a change, the overwhelmingly positive reactions in the comments section are refreshing and hard to come by on the internet.
If I were to win the lottery, I might purchase one of these marvels to explore its capabilities. Of course, I would need to strike it rich first, as the Century M100 starts at over $1.5 million, depending on the configurations selected. This vehicle likely won’t be dispatched for any job that pays less than $10,000. However, when you’re the only one with such power in the vicinity, you can set your rates as you choose.
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