Hertz Equipment Rental Corporation (HERC) will be renamed as Herc Rentals in mid-2016 following its separation from the main Hertz business. The new name and logo were launched on the first day of the Rental Show in Atlanta today.

“I am delighted to preview Herc Rentals as the future name for the business that 50 years ago became the first global equipment-rental firm,” said Larry Silber, president and chief executive officer, HERC.

Mr Silber said there would be a smooth transition to the new name and brand “to be sure our customers and partners know they are working with the same organisation they have entrusted with their equipment rental needs for five decades.

“At the same time, we are excited by the opportunity to introduce Herc Rentals as a business that is rapidly evolving, with much more to offer customers, employees and prospective shareholders as we look ahead.”

Hertz said that removing the word ‘equipment’ from its name reflected Herc Rentals’ evolution into a “comprehensive solutions provider across a broad range of customer and market segments, product categories, service and technology offerings, and technical and project expertise.”

Mr Silber said the new branding would reflect the fact that Herc Rentals will be an independent business.

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