16 Feb 2012 11:06 AM | Administrator . (Administrator)

ALEC - Brazilian Rental Association Accepted Into Membership

February 12, 2012 (Moline, Ill.) undefined During their 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.  Mr. 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. 

ARA Rental Market Metrics™ was presented at the meeting by John McClelland, ARA Vice President, who 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 their 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 equipment rental economic outlook, technological trends within the industry, safety and regulatory matters, and the GRA International Rental Business Leadership Program, administered by the ARA Foundation, were among the key issues addressed at the meeting.  

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 meet semi-annually and share information on program initiatives throughout the year.  The unity of this group has brought about an increased awareness of overall priorities internationally, adding to the strategic outlook and resources of each association within the Alliance.

All of the Global Rental Alliance members were represented at the meeting, as follows:

·        European Rental Association (ERA) represented by Michel Petitjean, secretary general.

·        Hire Association Europe (HAE), represented by Stephen Dorricott, chairman; Kevin McGuinness, president; Graham Arundell, managing director; and Terry Douris, past president.

·        Hire Association of New Zealand (HIANZ), represented by Bruce Wallace of GI Hire in Pakuranga, Auckland, NZ, on behalf of Phil Tindle, General Manager.

·        Hire & Rental Industry Association Ltd., Australia (HRIA), represented by Peter Lancken, GRA representative; and Phil Newby, chief executive officer.

·        Canadian Rental Association (CRA), represented by Ed Dwyer, president; and Jeff Campbell, senior vice president.

·        American Rental Association (ARA), represented by Ted Cook, chairman of the board; Chris Wehrman, chief executive officer; and Kathy Nicoletto, Global Rental Alliance liaison and special assistant to the CEO.

Representatives of the Alliance joined ARA in welcoming international guests to the International Reception held in their honor at The Rental Show. They were among attendees from over 40 countries throughout the world who traveled to New Orleans to attend the Show.  ARA thanks the reception sponsors, Ditch Witch, Doosan Portable Power, EDCO – Equipment Development Co. and Rental Management magazine, for their support.

Pictured (L-R):

Bruce Wallace, HIANZ representative; Ed Dwyer, CRA president; Graham Arundell, HAE managing director; Chris Wehrman, ARA CEO; Phil Newby, HRIA CEO; and Michel Petitjean, ERA secretary general.

About the Global Rental Alliance

The Global Rental Alliance consists of seven independent equipment rental/hire trade associations that have joined together to increase the understanding and concept of rental worldwide. They are: the Hire Association Europe, U.K. (HAE), Hire and Rental Industry Association Ltd., Australia (HRIA); Hire Industry Association of New Zealand (HIANZ); Associação De Locadoras (ALEC), Brazil; Canadian Rental Association (CRA); European Rental Association (ERA); and American Rental Association (ARA). Each organization has as its members, businesses that rent equipment to the general public and suppliers that manufacture equipment that is a part of the member business rental inventory. While inventories differ somewhat within each country, they essentially include equipment rented to the construction, homeowner, and special event/party industries.

For more information about the Global Rental Alliance or the International Rental Exchange Program, reference the Alliance website at or contact Kathy Nicoletto. 


Kathy Nicoletto, American Rental Association, Global Rental Alliance liaison and special assistant to the CEO (; 800-334-2177 or 309-764-2475, ext. 265).

- END -

Copyright 2011 - Hire Industry Association of New Zealand (Inc.)