The story of how that came to be started in 1906 with a man called Cleve Harrell. Founding a horse-drawn carriage transportation company in Oklahoma City, Harrell did well enough that he could afford to buy a Model T Ford car after one year. He realized people would pay more to be driven around in a car and so he ran with that business model.
Following World War I, Harrell bought more cars and decided to paint one of them yellow on a whim. Laughed at by other cab drivers, Harrell kept going and soon enough his yellow car was bringing in more business than his competitors. Eventually, Harrell trademarked the Yellow Cab name in Oklahoma and his formula was copied by Chicago’s John Hertz, who got the national trademark for the Yellow Cab name.
Still, Harrell and his family kept going and their Yellow Cab Company became the Yellow Corporation - one of the world’s most successful logistics and trucking brands.
But even companies that create cultural icons aren’t immune to a reversal in fortune. In 2023, the logistics giant filed for bankruptcy because of a string of issues. High debt, labor shortages and supply chain disruptions toppled Yellow Corporation.
This familiar story is repeating itself across North America as the logistics industry faces some of the most pressing challenges experienced in recent years. And if you find yourself staring into the storm of this uncertainty, there are lifelines out there.
The first step is to understand the financial costs of logistics before you develop a plan.