By Fleet Management Weekly Staff
February 14, 2024
Relocating a fleet can be a significant hassle. Arranging a safe and secure move, managing costs, and keeping track of the vehicles’ location throughout the process can be a lot to take on for a fleet manager.
Companies like Reindeer Logistics specialize in making fleet relocation a simple, streamlined process. Whether fleet managers are moving one vehicle or hundreds, Reindeer Logistics will work with them to manage the details of their move so they can focus on life after the move.
Many auto relocation companies are on the market, most of which offer a one-size-fits-all solution. While these can benefit fleets with simple needs, they must often be better equipped to handle clients who need a more personalized touch. That’s where Reindeer Logistics offers something different.
“Our tagline is real. personal. service.,” says Reindeer Logistics CEO Debbie Conrad Boyce. “Before offering a solution, one of our specialists sits down with the client to get to know their business and pain points. By seeking to be a partner rather than a vendor, we can provide what other companies don’t.
“As an example. We have a client that wants us to ensure that every vehicle is front-line ready before delivery to their techs,” says Boyce. “So, our goal is to ensure that when we deliver that vehicle, the customer can get in it and go to their immediate destination.”
From Reindeer Auto Relocation to Reindeer Logistics
The company looked quite different when Reindeer Logistics was founded in 1997 under Reindeer Auto Relocation. It began solely as an auto relocation business, with high-level executives moving with their employers. While the executives focused on the personal and professional aspects, Reindeer moved the vehicles.
“The need to provide a white glove service model was critical because it was a high-touch move, ” says Boyce. “We’ve brought that model into the fleet business for corporate clients looking for a customized service model to meet their needs.”
Boyce herself has an extensive history in the automotive industry: “I’ve been raised in the automotive industry. My entire family has been and continues to be involved in everything from retail to recovery.” Before taking on the role of CEO of Reindeer Logistics, Boyce spent 30 years at Cox Automotive and three years at LeasePlan USA.
Her background in logistics is part of what makes her so well-equipped to provide Reindeer’s customized white glove service model.
But while Reindeer has previously focused solely on transporting vehicles, the company is expanding beyond auto relocation with a new roadmap for 2024. Reindeer has opened a storage hub in Nashville, Tennessee, with plans to open more than 10 more storage locations across the country and partner with clients to provide these customized solutions.
“We do an end-to-end service delivery with storage,” says Boyce. “So, let’s say someone needs a place–we can charge electric vehicles, do an exercise program, manage the maintenance on them, and then do a full delivery service model for them.” Moving into 2024, the company plans to expand significantly for its fleet and corporate clients.
Introducing Reindeer Premier Solutions
Reindeer Premier Solutions, the company’s newest division, will focus on partnering with its clients to understand their needs and provide them with a premier solution. Take, for example, a client with an end customer who has a need to deliver vehicles quickly and needs them to be road ready. Reindeer will aim to build a customized solution that fits that need, offering simple service while maintaining excellent communication.
“It’s all about making people’s lives easier,” says Boyce. “We don’t want the easy questions. We want the complex ones because that’s what we like to do — solve problems. After meeting a client to understand their goals, we will conduct a design session to develop the client’s needs to support its business.”
Setting Reindeer Logistics Apart
When asked what sets Reindeer Logistics apart from its competitors, Boyce looks at her automotive industry history. “I’ve always been in roles where it touched on client experience,” says Boyce. “The reason I say that we’re different, and I can say it after 40 years in the business, is that we’re not afraid to take on the difficult task. If you’ve got a complex solution that you need to solve, we will raise our hand and work with you to figure out what that looks like.”
In some cases, Reindeer’s competitors will turn down clients because they need help handling what the client asks for. Reindeer commits to building clients a solution to solve even the most complex goals.
A Glimpse of the Future
Vehicle transportation and logistics is looking increasingly complex in 2024. Many companies have been forced to downsize with workers retiring or taking on different roles during the pandemic. And with electric vehicles becoming increasingly part of the mix, the need for a unique solution is more pressing than ever.
“Think about electric vehicles: it is more difficult to care for, maintain, and transport those vehicles than ever,” says Boyce. “So a company needs a partner who ensures they’re considering everything about the entire industry.”
Clients will need a partner to provide solutions based on the changing landscape. For instance, in addition to changing technology since the pandemic, many cities and states still need the appropriate infrastructure to support the necessary charging stations.
“In some counties where we transport vehicles, we found that the customer needs a special license to have a charging station in their home,” says Boyce. “So, we’re looking at everything from that to how to ensure our trucks and carriers care for the vehicle during transport to ensure its safety.”
Gone are the old days of moving a car from point A to point B. Logistics companies today need to be forward-thinking enough to manage the increasing complexity of the automotive industry. For Reindeer, taking the future head-on is the top priority.
