15.01.2012

MVS name dropped

German rental company MVS Zeppelin, a CAT Rental Store, is dropping the MVS to become Zeppelin Rental. The change will also apply to its Austrian subsidiary which becomes Zeppelin Rental Austria.

The move is said to complete the full integration of the MVS business, following its acquisition by Zeppelin around eight years ago. The name change will involve the complete rebranding of the company with a new logo.
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The new logo

The company says that the new name is both simpler and will also provide a consistent identity for its rental business. The company rents a full range of construction machinery and equipment, including aerial work platforms, spider cranes, accommodation containers and road safety equipment.

Vertikal Comment

Caterpillar distributor Zeppelin (yes it is the same company that made airships and was founded by Ferdinand Count Zeppelin) acquired Berlin based MVS at a time when CAT was applying pressure on all of its dealers to get into the rental business and followed Finning’s acquisition of Hewden in the UK.

Unlike Finning Zeppelin added its own name to the business from the start and has made more of a success of its acquisition. It recently restated its long term strategy to be a full line rental company and at the end of November became an IPAF training centre.

It is interesting that the company has decided to drop the MVS rather than the Zeppelin part of the name. It must also feel that having its own rental business is not an impediment to selling equipment to other rental companies? Otherwise it might have chosen to be a little more discreet by using the MVS brand for its rental business.