YRC Worldwide is rebranding its largest less-than-truckload operating subsidiary, YRC, as YRC Freight.
The name change is part of a drive to restart a company that narrowly avoided bankruptcy and is about half the size it was in 2006. The company will rebrand about 1,000 city trucks this year and distribute new uniforms to city and eventually road drivers, said YRC Freight President Jeff Rogers.
While changing its name, the company is proposing a change of operations that would refocus YRC Freight on two- to five-day LTL shipments and drop the company’s same-day and overnight Velocity service, launched in 2008.
“We are truly trying to be a new company,” Rogers said in an interview. Renaming the carrier “was about trying to get the company back to fundamentals,” he said. “Look at our competitors. It just made sense to put ‘Freight’ on there.”
The company’s largest competitors are FedEx Freight and Con-way Freight, followed by UPS Freight, ABF Freight System and Old Dominion Freight Line. The new name signals to shippers that YRC Freight is a member of that freight club.
When it comes to a corporate brand or identity, “I think customers want something they can equate to what you do,” said Rogers in an interview. "'Adding Freight' gives them a good handle on what we are and what we do" — hauling LTL shipments.
Rogers also hopes the new name will boost employee morale and deliver the message that YRC Freight is neither YRC, Yellow or Roadway. “One of the biggest issues for me is getting all the employees moving forward as a team,” he said.
The new name also further differentiates YRC Freight from YRC Worldwide, which under new CEO James Welch is becoming more a traditional holding company and playing less of a role in the day-to-day management of its LTL subsidiaries.