Customers will begin seeing the new uniforms and newly branded Overnite trucks May 1. The rebranding includes a move to the UPS (Atlanta) 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 that will improve tracking and customer responsiveness.
"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."
The transition to UPS Freight will include the completion of the restructuring of Overnite and Motor Cargo into a single integrated freight network. In the past year alone, transit times across 3,360 lanes nationwide have been improved. Over the next several months, Motor Cargo's operations in 10 western states will be fully integrated into the UPS Freight network, leading to a significant number of additional lane enhancements, improved service and enhanced geographic reach.