24.02.2016

Hertz to become Herc Rentals

Hertz Equipment has announced that once it separates from the Hertz car rental business later this year it will trade as Herc Rentals.

The new name was unveiled by chief executive Larry Silber at this week’s Rental Show in Atlanta who said: “I am delighted to preview Herc Rentals as the future name for the business that 50 years ago became the first global equipment-rental firm. We remain committed to building upon Hertz Equipment Rental’s strong brand reputation, which is founded on outstanding customer service, operational excellence and unmatched product and industry expertise”.
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The new Herc logo

While it will always be a core part of the business, eliminating the word ‘Equipment’ from the name reflects Herc Rentals’ evolution as a comprehensive solutions provider across a broad range of customer and market segments, product categories, service and technology offerings, and technical and project expertise. The yellow ‘contour’ in the brand mark’s primary palette preserves the colour association with the legacy brand and its gradually widening shape is designed to suggest the business’ ever-expanding potential”.

The company has also announced that it has appointed Cognizant to introduce telematics technology throughout the business, using sensors on its ‘heavy equipment’ to capture data about maintenance status, operator behaviour, location and other performance information. This will include mobile interfaces for field technicians and new digital services for customers enabled by telematics.

The system will not only track equipment, but also provide input for availability and monitor utilisation and maintenance scheduling.
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Hertz Equipment’s chief information officer Rich Marani said: "Cognizant has long been a valued partner to Herc, so it is natural that we turn to them as we innovate with new technologies, and look to enhance our operational efficiencies. The team at Cognizant impressed us with a deep understanding of our industry's business challenges, and their demonstrated ability to execute end-to-end as we transform our telematics program. We know we can rely on them not only to develop a winning strategy, but to partner with us in implementing solutions that will drive our business success."

Sean Middleton, chief operating officer, Emerging Business Accelerator, at Cognizant added: We are excited to work with Herc in building applications and analytics on top of this foundation to help better engage their customers and unlock new levels of business value from the massive amounts of data generated."