Heartland to rebrand Missouri trucking company...

Just another sign of the times consider the entire trucking industry. CFI was considerably large a s carrier. Once owned by Conway until 2015 then owned by XPO for a short period but XPO was bought out by Canada's largest Conglomerate TFI that now owning 180 companies (mostly trucking operations). Then CFI was bought by Heartland. Just shows everyone that The biggest sharks eat the medium fishes that already ate the smaller ones especially in a time where the cutthroat of the industry in the worst of times. Cash in thr banks reserves with assets run the cut and keeps the bigger boy trucking companies in control whiles the smaller fish dodge problems in order of being able to keep swimming and staying existent. The only problems I see is the lack pf dedication with drivers with a aging infrastructure only growing mainly because of the lack of the majority of these carriers trying to stay within older salary margins in the times of hyperinflation starting to occur.

 

Honestly, not understanding how changing a brand equals profitability......frankly, the re-branding of the tractors and trailers will be a drag on profits.

 

https://www.gurufocus.com/news/3175...htld-reports-ninth-consecutive-quarterly-loss

 

It didn't seem to hurt Wylie/Daseke when SPD had to change their door graphic from Dist to Distributing, and then change a few months later from Inc to LLC, then completely change their cab cards from WA to IN when it showed the owner company as Daseke Leasing....and now that they are owned by W-TFI they completely changed their logo to the new red white and blue (Canadian) trucks, not sure where their base plates are registered now.