Wednesday, May 2, 2018

New Identity for UK's Biggest Container Rail Freight Carrier is Revealed

Consistency Across Brands After US Acquisition
Shipping News Feature
UK – US – Since US railroad giant Genesee & Wyoming decided it was time to expand its operations into European logistics it has shown a deft touch at retaining the brand identity of the companies acquired, whilst still demonstrating its presence by introducing its own management procedures, not to mention clearly showing its own links to them. At the Birmingham Multimodal exhibition it was the turn of rail freight haulage and terminal group Freightliner, purchased in 2015, to show off the new logo which will grace all things Freightliner for the future.

G&W has a formidable presence in the US, Canada and Australia, controlling over 100 railroads, many involved in shifting massive quantities of freight. Following the parent company’s acquisition of container specialist Pentalver Transport last year from APM Terminals, the businesses’ commercial teams in the UK now serve customers across three core platforms of Rail, Road and Terminals.

There is also to be major investment to transform Freightiner’s technology, developing IT solutions around planning and rostering, terminal operations management and terminal booking, as well as HR & Payroll and asset management globally, all the time with a focus on continuously enhancing overall safety culture, which the company says has already achieved world-class performance since the acquisition. Gary Long, CEO of the G&W UK/Europe Region, commented:

“With [all] this in mind, it now makes sense to align the Freightliner brand with that of G&W, providing consistency across the three platforms. This investment will drive further improvement in service performance and efficiency from a customer perspective and also facilitate future growth.”

Freightliner will shortly commence rebranding its intermodal and bulk rail freight terminals throughout the UK as well as its Freightliner Road Services trucks whilst taking a phased approach with other assets, including locomotives and wagons. The company, which moves 80% of all rail borne containers in the UK, itself has businesses in Continental Europe and the Middle East, now has an identity logo consistent with that of Pentalver and more than 120 G&W freight railroads in North America, Australia and Europe.