DHL starts $150-million campaign to increase U.S. business
DHL, a provider of international express and logistics services, has begun a six-month, $150-million campaign through its U.S. affiliate, DHL Americas, to find more customers in North America.
The company's goal is 'to provide the American market with a much-needed third competitor in an industry that has effectively been a long-held duopoly,' said John Fellows, chief executive officer, DHL Americas.
'That 'duopoly' means UPS and FedEx,' Dick Metzler, executive vice president of marketing, DHL Americas, told Shippers' News Wire. 'We're going to create our own market niche among U.S. shippers.'
Part of the campaign is a new red DHL logo over a bright yellow background. 'Yellow is the new 'Brown,' ' Metzler said, in a reference to UPS's trademark color.
He said DHL could offer flexibility and personal services in express and ground parcel delivery. Asked for an example of personal services, Metzler related how DHL was authorized by one corporate executive to go to his empty house, break in, and retrieve his passport from a bedroom table in time for him to make a hastily scheduled business trip.
DHL, wholly owned by Deutsche Post World Net, has 160,000 employees in 220 countries.