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
Logistics Network Analysis
Logistics network monitoring is an important step in understanding what actually occurs throughout your supply chain.
Download Today!
From the January 2018 Logistics Management Magazine Issue
Industry experts agree that costs across all sectors worldwide will continue to rise in 2018, and the most successful shippers will be those that are able to mitigate their impact on profitability. And, the right technology will play an increasingly vital role in driving efficiencies across the global logistics network.
The Future of Retail Distribution
Navigating the Reverse Supply Chain for Connected Devices
View More From this Issue
Subscribe to Our Email Newsletter
Sign up today to receive our FREE, weekly email newsletter!
Latest Webcast
IAM, IoT and the Connected Supply Chain
There are three primary models of Identity and Access Management (IAM) technology that CTOs, CSOs, and Supply Chain executives are using to enhance their trading partner communities. While each leverages IAM and the IoT as core components only an “Outside-in” approach truly connects people, systems and things reliably and securely across the supply chain.
Register Today!
EDITORS' PICKS
State of Global Logistics: Delivering above and beyond
Industry experts agree that costs across all sectors worldwide will continue to rise in 2018, and...
2018 Rate Outlook: Economic Expansion, Pushing Rates Skyward
Trade and transport analysts see rates rising across all modes in accordance with continued...

Building the NextGen Supply Chain: Keeping pace with the digital economy
Peerless Media’s 2017 Virtual Summit shows how creating a data-rich ecosystem can eliminate...
2017 NASSTRAC Shipper of the Year: Mallinckrodt; Mastering and managing complexity
An inside look at how a large pharmaceutical firm transformed its vendor and supplier relationships...