XPO Logistics said May 9 it has finished the rebranding of its North American less-than-truckload business a little more than 18 months after it was acquired from Con-way Inc.
Tony Brooks, president of XPO’s LTL business, said the company had to change signs at nearly 300 terminals, repaint and apply new logos to 8,000 tractors and 25,000 trailers and produce new uniforms for 14,300 drivers and dockworkers.
XPO provides LTL transportation in Europe and North America and the recently completed work aligns the operations and branding on both continents, according to the company.
“This was a highly complex exercise, moving equipment out of operation and putting it back in, in a least-cost fashion,” Brooks told Transport Topics. The nine-month effort was sometimes plagued by bad weather, and some of the terminals are in remote locations, he said in listing challenges that had to be overcome.
Brooks declined to place a price tag on the project, other than saying it was done on time and within budget.
“It was very important for us to get it done and to get it done right,” Brooks said of the rebranding. “It was very well thought out and coordinated.”
XPO purchased Con-way for $3 billion at the end of October 2015. XPO then sold Con-way’s truckload division to what is now TFI International a year later.
XPO kept Con-way’s Menlo Worldwide logistics subsidiary — along with the LTL unit Con-way Freight — and merged Menlo into the rest of XPO Logistics.
XPO ranks No. 3 on the Transport Topics Top 100 list of the largest U.S and Canadian for-hire carriers and is also the third-largest LTL carrier on the list.
The corporation is based in Greenwich, Conn., but the LTL division, including Brooks, have headquarters in Ann Arbor, Mich.