Volvo Rents announced the rollout of a new name and corporate identity, BlueLine Rental.

The new brand comes following the company’s recent transition to new ownership. Platinum Equity, a Los Angeles-based operations-focused private equity firm, acquired the business from Volvo at the end of January.

“The launch of our new identity represents an exciting milestone for the company,” said Scott Hall, President of BlueLine Rental. “With Platinum Equity’s support, we have new opportunities to grow and build on the fundamentals that have made us so successful – our commitment to service and the way we treat our valued customers and employees.”

BlueLine Rental serves a diverse customer base across multiple industries, including construction, oil and gas, industrial manufacturing, infrastructure, power, and metals and minerals. “We have worked closely with the management team to ensure a seamless transition and we are excited to help the business achieve new levels of success,” said Louis Samson, the Partner at Platinum Equity Partner who led the transaction team. “We are excited about BlueLine’s prospects and are committed to helping it thrive as an independent company with a new identity.”

In addition to BlueLine Rental’s expanding line of Volvo compact equipment – such as backhoe and skid steer loaders, compact wheel loaders, compact excavators and compaction equipment – the rental centers carry a comprehensive line of essential equipment and tools for the construction, commercial, industrial and homeowner markets. The company focuses on daily, weekly and monthly rentals.

Mr. Hall added that business has continued as usual as the transition to new ownership has unfolded.

“We remain steadfast in our commitment to the 5 R’s that have made us successful: Resource, Recognition, Responsiveness, Respect and Reinforcement,” said Mr. Hall.

For more information about BlueLine Rental, visit www.bluelinerental.com or call 888-899-8658.

BlueLine Rental, formerly Volvo Rents, operates in more than 130 rental stores in North America. The company operates a network of company-owned rental stores and franchised rental stores in North America. Each of the North American rental centers offers a comprehensive line of essential equipment for the construction, commercial and industrial markets, as well as an extensive line of Volvo compact excavators, compactors, wheel loaders, backhoe loaders, compaction equipment, and skid steer loaders.