C3 Custom Cooler Creations was created in early 2014 as a means to move a heavy case of refreshments the easy way! And to have fun doing it.

The Rover went through many changes during development and continues to be improved upon with new features and accessories. Check back often to see what else we have dreamed up. All C3 products are made in LakeMills, Wisconsin.


Milwaukee Sentinel article on The Rovers

By Joe Taschler of the Journal Sentinel

Oct. 24, 2015 0

Lake Mills — As far as manufacturing is concerned, the folks at Seljan Co. say they have the cool factor covered.

The company's newest product is a remote-controlled, almost all-terrain, motorized beverage cooler decked out in your favorite sports team's logo and colors.

It could be the coolest product you didn't know you needed.

"Everybody who comes into the plant and sees this thing likes it," said Scott Seljan, company president. "There hasn't been anybody who's seen this thing who has said, 'Boy, is that stupid.' Everybody loves this thing."

But don't let its fashionable exterior, go-almost-anywhere prowess, top speed of about 6 mph, working headlights, cup holders or MP3 audio system lull you into thinking it's just another piece of tailgate swag.

"It's actually a really great, functional cooler," said Erin Stai, program manager for the C3 Custom Cooler Creations division of Seljan Co.

Known as the Rover, the products are standard 30-quart coolers with foam insulation that will hold about 30 cans of beer or soda plus ice. In addition to keeping things cold, the foam insulation helps protect the electronics from water and condensation, Stai said.

The coolers have remote-controlled motors that drive the rear wheels. Springs help steer the front wheels.