LTL news: YRC changes name to YRC Freight as part of rebranding effort

Company officials said this change reflects where it wants to go as a trucking company.

By ·

Less-than-truckload (LTL) transportation services provider YRC Worldwide (YRCW) said earlier today that it is rebranding its largest unit, YRC, as YRC Freight.

This effort includes myriad components, according to YRCW, including: investing in a new driver program; rebranding road equipment; and adding new terminal signage. Company officials said that the rebranding process, which was introduced to employees last month, is already underway, with one of the first steps being to convert equipment as part of regularly scheduled maintenance and refurbishing schedules.

“Putting ‘Freight’ on YRC Freight really tells people what it is we do,” said YRC Freight President Jeff Rogers in an interview. “Ever since James Welch became YRCW CEO and I became YRC Freight President…what we have been talking about is going back to the fundamentals and being really good at what we are, which is a good trucking company. For so many years, we were trying to be anything but that to a certain extent. Adding ‘Freight’ to the name coincides really well with what we are trying to do.”

Rogers added that when YRC and Roadway became YRC in 2009, there was some uncertainty in the market as to who YRC was and by adding ‘Freight’ to the company title he said it more clearly designates YRC Freight as a trucking company and is a natural progression of where YRCW wants this organization to go.

And with such disparity of the roughly 22,000 people at the former YRC either originally part of Yellow or Roadway, Rogers said in a sense people were living in the past, with the name change to YRC Freight giving everyone something to move towards as a new company.

“This had a lot to do with improving morale and giving people a new identity,” he said.

When asked about freight trends for YRC Freight, Rogers said the company saw surprisingly strong volume through December 23, the Friday before Christmas.

January is historically a slow month for freight on a per-day perspective, but he said the company had a decent month and it bodes well for 2012 to be a good year for the trucking sector.

“Part of the reason is that winter weather has not made a huge difference in things and that makes a huge impact on customers, as they are open everyday and schedules are not affected by weather,” he said. “There are also some good signs with the economy, too. Things are feeling strong and customers are liking what they are seeing in that we are providing solid, consistent service.”


About the Author

Jeff Berman, Group News Editor
Jeff Berman is Group News Editor for Logistics Management, Modern Materials Handling, and Supply Chain Management Review. Jeff works and lives in Cape Elizabeth, Maine, where he covers all aspects of the supply chain, logistics, freight transportation, and materials handling sectors on a daily basis. Contact Jeff Berman

Subscribe to Logistics Management Magazine!

Subscribe today. It's FREE!
Get timely insider information that you can use to better manage your entire logistics operation.
Start your FREE subscription today!

Article Topics

LTL · Trucking · YRC Freight · YRC Worldwide · All Topics
Latest Whitepaper
eBook: Why Multi-Tier Supplier Collaboration is More Important Now
Explore the benefits of supplier collaboration including sharing demand forecasts, faster reactions to demand or capacity changes and well-coordinated product launches.
Download Today!
From the September 2017 Logistics Management Magazine Issue
While Amazon’s recent bid to purchase Whole Foods made mainstream headlines, the e-commerce giant will still need to adhere to time-tested realities. Any way you slice it, the integrated U.S. cold chain requires optimized service from existing ports, 3PLs, cold storage warehousing, transportation providers and high-value vendors.
Improving 3PL Management: Glanbia Adds Muscle to Logistics
Why Retail Supply Chain Transformations Fail - and how to get it right
View More From this Issue
Subscribe to Our Email Newsletter
Sign up today to receive our FREE, weekly email newsletter!
EDITORS' PICKS
26th Annual Study of Logistics and Transportation Trends: Transportation at Digital Speed
While a majority of companies strongly agree that transportation is a strategically important...
34th Annual Quest for Quality Awards: Winners Revealed
Which carriers, third-party logistics providers, and North American ports have crossed the service...

2017 Salary Survey: Fresh Voices Express Optimism
Our “33rd Annual Salary Survey” reflects more diversity entering the logistics management...
LM Exclusive: Major Modes Join E-commerce Mix
While last mile carriers receive much of the attention, the traditional modal heavyweights are in...