Global Rental Alliance Adds Brazilian Rental Association to Its Membership

Global Rental Alliance Adds Brazilian Rental Association to Its Membership

During its 10th annual meeting held last week in New Orleans at The Rental Show 2012, the Global Rental Alliance approved alliance membership of the Associação De Locadoras (ALEC), the Brazilian Rental Association based in São Paulo, Brazil.

ALEC was represented at the meeting by its president, Marco Aurélio da Cunha, managing director of Sao Paulo Locadora de Máquinas e Equipamentos, a general equipment rental company with operations in São Paulo, Curitiba and Praia Grande, Brazil. Aurélio da Cunha has been active in the Brazilian rental industry for 23 years and recently began his two-year tenure as president of the 20-year old association.

John McClelland, American Rental Association vice president, presented ARA Rental Market Metrics at the meeting and addressed the opportunity for worldwide adoption of the performance measures. These metrics are consistent with the objectives of the Global Rental Alliance to provide the opportunity for development of benchmark data among its member rental companies. Member organizations present recognized that implementation of ARA Rental Market Metrics by software providers is essential to implementation of the initiative.

The purpose of the Global Rental Alliance is to increase the profile of equipment rental worldwide and to build global understanding of the industry. It is a partnership of rental associations from around the world that meets semi-annually and shares information on program initiatives throughout the year.

The Global Rental Alliance consists of seven independent equipment rental/hire trade associations including the Hire Association Europe, U.K., Hire and Rental Industry Association Ltd., Australia; Hire Industry Association of New Zealand; Associação De Locadoras, Brazil; Canadian Rental Association; European Rental Association; and ARA.

For more information about the Global Rental Alliance or the International Rental Exchange Program, visit

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