Never Closed, Never Compromised
For more than 50 years, the Brossard name has been part of Quebec's transportation landscape. The rental company, founded in 1973 by Guy Brossard, has established itself in Quebec within an industry dominated by major commercial vehicle rental brands. The secret: offering a different solution to better meet customer needs.
The medium- and heavy-duty commercial vehicle rental industry has seen many names disappear over the years. Yet one Quebec company has succeeded where many others have failed. Several reasons explain this success and longevity, but for Jérôme Léonard, Senior Vice-President and General Manager of Location Brossard, one stands above the rest: The doors are always open.
"We've never locked the door,” he says. “It's never closed. We don't even have a key. Even on December 24th at midnight, there are people here, because transportation never stops. We're part of the emergency response plan for many of our clients. They know they can call us if they need equipment at night, on weekends, anytime—they can call us."
That's actually where the “GO24” logo, proudly displayed on Location Brossard's trucks and trailers, comes from. Which brings us to another key differentiator for the company: While some providers only offer trucks, and others only offer trailers, Location Brossard can address all of its clients' needs—straight trucks, highway tractors and trailers.
Over the years, this versatility has driven the company to develop real expertise in rolling stock procurement. Knowing what to rent out starts with knowing what to buy, and for the Location Brossard team, that means looking well beyond the vehicle itself to understand each client's entire operation.
"Everything is in the details,” Léonard says. “A truck is no longer just a box on wheels—it's a tool for transportation, a logistics tool. Many of our clients, who are private companies, handle their own logistics. Their vehicle fleet is a strategic asset for them. If you help them operate efficiently and improve their processes, it's going to pay off for them."
A diverse fleet
Meeting customer needs also means diversifying the vehicle offering. That’s why Location Brossard has chosen not to limit itself to any particular brand or product.
"Every manufacturer has its strengths,” Léonard explains, “and that's what we look for on behalf of our clients. At its core, the first part of GO24 is about offering consulting services. That means we can offer our clients the best the market has to offer, matched to their specific needs. That's what drives us. We love being able to walk into a client's business and help them improve how they handle transportation. What we're after is helping our clients reduce costs and improve their capacity."
The key: preventive maintenance
Offering such a wide variety of vehicles—trucks and trailers alike—naturally brings with it a share of challenges, when it comes to fleet maintenance, especially when Location Brossard handles all the maintenance themselves.
It all starts with a NASA-worthy control centre. At Brossard, every truck and every trailer is closely monitored to ensure clients always have a vehicle performing at its peak. To carry out this in-depth tracking, Location Brossard has opted for AttriX's Geotab telematics solution, and DataDis's MIR-RT maintenance tracking system.
"Preventive maintenance has to be taken seriously, and when it is, clients are the first to benefit,” says Léonard. “When it's done properly, on time, and rigorously we avoid breakdowns on the road, we avoid problems for our clients, and the savings naturally follow."
In many cases, maintenance is performed directly at the client's location, sparing them the hassle of moving trucks or trailers to Location Brossard's facilities. But for more complex situations, the vehicle is repaired at the lessor's shop.
"That's another area where we do things differently,” says Léonard. “We can drop off a replacement vehicle while we bring the other one in for repairs, and then return it to the client once it's fixed. At the end of the day, what we guarantee is access to a vehicle for their transportation needs, every single day. If you have to pay drivers to drop-off or pick-up trucks at the shop, or if there are days when you can't use a vehicle, there are costs involved—costs that add up quickly."
To deliver this level of service, Location Brossard relies on a fleet of short-term rental vehicles. But beyond equipment, it's the entire Location Brossard team that makes it possible. In their state-of-the-art maintenance shops, technician teams stay constantly up-to-date on the latest developments in engines, transmissions and onboard technologies.
"We have all the necessary certifications,” says Léonard. “We have the software, and we invest in training to keep our mechanics ahead of the curve."
The rental company has also made it a point of pride to be among the pioneers in long-term electric truck rentals, even offering on-site charging stations at Location Brossard's facilities.
Controlled growth
Location Brossard has carved out a place for themselves in a highly competitive market through disciplined growth, which has allowed them to weather difficult cycles. It bears noting that heavy vehicle rental is a capital-intensive business.
"If you grow too fast, it can be dangerous,” says Léonard. “It's better to climb one step at a time, to build solidly, steadily. And that's always been the approach at Brossard. That's why we'll still be here for another 100 years."
Well established in the Quebec market, the company could be tempted to expand outside the province. Without ruling it out entirely, Léonard says it's simply not in the plans right now.
"The primary objective is to maintain the level of service that has built our reputation—to deliver on what we've promised our clients” he says. “I'm not saying it will never happen, but the conditions aren't there at the moment."
For him, what matters most is preserving what has made Location Brossard successful: a different kind of service, and a personalized approach.
"You can't compete with the big players by doing everything the same way they do,” Léonard concludes. “They have incredible purchasing power, they have a network across North America. You simply can't match that. But there are other ways to stand out, other grounds on which to compete. We've chosen to make a difference where it counts—through a level of service that genuinely pays off for our clients. That's how we set ourselves apart."
Location Brossard at a Glance
Vehicle fleet: 3,600 units
- 2,800 trailers
- 800 motorized vehicles
Locations: 3 branches: Dorval – Montreal East – Quebec City
Employees: 150
