Overnite Becomes UPS Freight

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UPS Freight was unveiled yesterday, a move that is a key step in the integration of Overnite Corp. into Big Brown's brand name, the carrier giant said.

UPS in August acquired Overnite, a leading less-than-truckload (LTL) and truckload carrier, and its Motor Cargo subsidiary, a regional carrier that operates in the western United States.

Customers will see new uniforms and newly branded trucks May 1. The rebranding includes a move to the UPS logo; new colors that are somewhat reminiscent of the Overnite gray combined with the signature UPS brown, and the launch in May of a new Web site for shipping and tracking, www.upsfreight.com.

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

"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 president/CEO. "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 transition to UPS Freight will include the completion of the restructuring of Overnite and Motor Cargo into one integrated freight network.

In addition to rebranding Overnite Transportation and Motor Cargo facilities and fleets, other highlights include:

· Tracking of freight shipments via www.upsfreight.com will be available in May and on www.ups.com this fall.

· Opening of a new hub in Newburgh, NY, improving transit time between the Northeast and mid-Atlantic regions.

· Renaming the product portfolio to consist of three main service categories: UPS Freight LTL, UPS Freight Truckload and Specialty Solutions.

Melissa Campanelli covers postal news, CRM and database marketing for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters

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