Stobart acts swiftly to kill off Innovate brand

The Stobart Group is clearing out Innovate-liveried equipment because of the stigma attached to the brand.

"There were a lot of things that went on in Innovate that weren't right. We are keen to get rid of the name as soon as possible as customers are still seeing it on the road," says chief operating officer William Stobart.

Trailers have been ordered from Schmitz Cargobull, while Innovate's Volvos are being handed back to be replaced by Scania 380s at Euro 5 with G-series cabs, and, intriguingly, nine-speed manual gearboxes.

"Automatic gearboxes have not improved our fuel consumption," says Stobart. "We underestimated our driver training programme and how good our drivers are. Auto boxes make bad drivers average, but bring the good ones down. We have more good drivers than bad."

Innovate's chilled business is being led by Dale Foster, who heads up Stobart's specialist transportation division.

Reflecting on the purchase, Stobart adds: "It was a market we wanted to get into. The main thing was to save staff jobs [1,300 ] - the collapse wasn't their fault the underpinnings of what we have bought are ok."

Business developments executive director David Irlam adds: "We've started talking to our ambient customers who are also into chilled that will help us expand it quicker."

Irlam also tells MT that by March 2009 James Irlam Logistics will no longer exist. "The red truck will be discontinued." The Irlam livery will be gradually phased out as the Stobart Group restructures.