Note to U Haul

There are few categories in which I feel competitive to have my name printed in a world records book. But when it comes to U Haul moves, I am in contention. So it is with standing that I feel obliged to comment on the U Haul company’s identity issues.

The problem seems to be what to put on the side of their trucks. Twenty years ago U Haul trucks promoted slogans, animals, and foods of the different states in the U.S.A. I remember driving a truck from Virginia to Oregon that informed all the drivers that passed me on the highway that the Red Chicken is the state bird of Rhode Island. A few years ago U Haul changed their truck signs to natural wonders in the USA. In last year’s move from Cincinnati, OH to Greensboro, NC all the U Haul trucks in the lot had large colorful images of insects, animals, or places of unique natural phenomena. One trailer I saw had an image of ocean waves with a paragraph about “tidal forces”. My truck had an image of a large beautiful light blue dragon fly and an accompanying information paragraph about the “Domed Bog Eco Systems” on the west coast of North America. I first read the word “domed” as “doomed”, and began to ask for a different truck. The last line of the paragraph on the side of my truck read, “For more information about domed bog ecosystems visit, Uhaul. Com”. This week I was back at the U Haul store getting a truck for a local move to shift my belonging from an apartment to a storage unit. (Yes, I know I have a staying put problem.) Currently the U Haul trucks are promoting knowledge of U.S. history. My 17-foot truck (much more maneuverable than those 26-foot trucks — see my “Move to Greensboro” story) had a large image of Sacagawea with the URL of a website to learn more about her mysterious disappearance. I suspect changing out the large decals every few years on the fleet of trucks and trailers is expensive, and I know the shift in educational focus for frequent movers like me is disorienting.

I think U Haul should shift and commit to a therapeutic focus for the sides of their trucks and in training their employees. U Haul customers are a stressed bunch — uprooted and separated from their belongings. Most of the customers at the U Haul counter have been sleeping in strange beds at night and scavenging for coffee in the mornings. The people renting U Haul trucks and trailers are too stressed for education, too on edge to expand their knowledge base. When I am at the U Haul counter I need support more than I need details from the Lewis and Clark expedition. U Haul should focus on their customers’ needs in the moment. The U Haul people would do well to claim an identity as the company that holds adults in transition together. U Haul should see itself as the “transition object company” for adults.

In my fantasy as a U Haul consultant I would make some changes. Left to me I would have the employees ready with some supportive lines to offer the unshaven men buying rolls of tape for boxes and plastic covers for mattresses. “Moving is hard work; How are you holding up?” would do more to enhance customer loyalty than obscure information about bogs and ecosystems. “Don’t forget to put the box with the coffee maker on last” would be more helpful than trying to teach me the state tree of Louisiana. And for the sides of the trucks and trailers how about some of these declarations:

“Driver in middle of life transition — stay back 100 feet!”

“Moving is high on the list of life’s most stressful events — show driver some love!”

“Moving flares up our insecurities. Honk to encourage driver that things will get better!”

And the images should be comforting and stress reducing. The sides of U Haul trucks could be relaxing sunsets, soothing forests, or eager puppies ready to lick the faces of burdened movers. Better yet, an image of a big, soft, blanket to accompany uprooted adults out there on the edge.