Christy Webber Landscaping paints all her new trucks red to reinforce her company's image for any potential customers who see the work trucks at job sites in the Chicago area.
Webber, who started the company in the late 1980s, hearkens back to her first fleet vehicle — a red 1989 Chevrolet pickup. She now manages a fleet of more than 200 Chevrolet Silverado 1500, 2500, and 3500 pickups. Her fleet also includes several Chevrolet Cruze sedans.
Painting the vehicles red also makes them identifiable in a similar way to the ComEd utility trucks that are prevalant in the Chicago area.
"When you see a ComEd truck on the street in your neighborhood, you know right away who they are and what their purpose is," said Webber, the company's chief executive. "I want our vehicles to instill that same sense of familiarity with potential customers."
Webber's company is responsible for maintaining some of the area's most notable landmarks. She cuts the grass at Millennium Park and plows the parking lot at Soldier Field during the winter.
Webber's red trucks remind her of her first truck that she bought to start the business.
"My first work truck was a red 1989 Chevrolet that I bought upon graduating from college when I decided to start this business," Webber told General Motors. "That’s why the entire fleet is bright red: it’s the color of my business."
Webber sets up her trucks with various service bodies and other upfits, which she said is crucial to keeping fleet operating costs in check.
"We are a trade," she said. "And to have the right equipment makes it easier and better in our bottom line."