Canadian Shipper


Overnite becomes UPS Freight

ATLANTA, Ga.–UPS has unveiled UPS Freight SM, marking another key step in the continued integration of Overnite Corporation into the UPS brand.

Customers will begin seeing the new uniforms and newly branded trucks May 1. The rebranding includes a move to the UPS logo; new colors a gray reminiscent of the Overnite gray combined with UPS’s signature brown, and the launch in May of a new Web site for shipping and tracking,

The facilities and fleet, which includes 22,000 trailers, will be rebranded to UPS Freight over the course of several years. UPS Freight will continue to operate independently of the UPS package delivery network.

The transition to UPS Freight has led to the deployment of new technology, most significantly the introduction of UPS’s DIAD, the hand-held computer used by drivers.

“We are taking the best of Overnite Transportation and Motor Cargo and melding it with UPS’s expertise and capabilities for the benefit of customers,” said Leo Suggs, Overnite’s CEO and president. “UPS is known for its technology, its operational expertise and its extensive service options and reliability. We are bringing those same features to our LTL customers. The UPS brand combined with the talents and skills of our employees will increase our ability to attract new customers and create greater value for existing customers. It’s a potent combination.”

“This is a huge opportunity for UPS customers,” added Kurt Kuehn, UPS senior vice president, worldwide sales and marketing. “Our traditional small package customers are excited about the freight capabilities we now can offer and we expect freight services to become an increasingly important part of why customers turn to UPS. In addition, this will allow UPS to achieve our goal of growing the overall business and sustaining our competitive advantage in the global marketplace.”

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