A vehicle transmission fluid cooler system includes a transmission fluid cooler and an airflow ducting assembly engaged therewith. The airflow ducting assembly is provided to increase the amount of airflow directed toward the transmission fluid cooler so as to improve the cooling performance thereof, and includes a dam member, a duct member, and air guides. The duct member forms a passage communicating an airflow inlet opening with an airflow outlet opening. The dam member operates to scoop and direct airflow into the airflow inlet opening, and the air guides cooperate with the dam member to increase the amount of airflow scooped by the dam member which is directed into the airflow inlet opening. The airflow outlet opening is positioned to direct the airflow which has passed through the duct member to the transmission fluid cooler.