BlueLine Rental
Former American construction and industrial equipment rental company, originally established as Volvo Rents.
Last updated August 24, 2026
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Overview
BlueLine Rental was an American equipment-rental company serving construction contractors, industrial users, and retail customers. The business operated a network of company-owned stores and rented equipment ranging from small tools and light towers to large earthmoving machines. Its service offering also included equipment maintenance and repair, technical support at customer sites, and delivery of rented machinery. The company began operations on July 2, 2001, under the name Volvo Rents. It was established as a wholly owned subsidiary of the Volvo Group, the Swedish industrial company headquartered in Gothenburg. Volvo Rents developed a North American rental network and had more than 185 locations in the region by the early 2010s. Its scale placed it at number 17 in the 2011 RER 100 ranking, a reference point for the equipment-rental sector. A major ownership change occurred in February 2014, when Volvo Group sold Volvo Rents to Platinum Equity. Following the transaction, the business was renamed BlueLine Rental. The rebranding separated the rental operation from the Volvo name while preserving its focus on construction and industrial equipment rental. Under private-equity ownership, BlueLine continued to emphasize branch-based rental services, equipment availability, delivery, maintenance, and field support. In January 2016, Asterios Satrazemis was appointed chief executive officer. His tenure came during a period in which the company remained an independent rental operator but was ultimately positioned for another ownership transition. On September 11, 2018, United Rentals announced an agreement to acquire BlueLine Rental from Platinum Equity for approximately $2.1 billion in cash. The transaction closed in the fourth quarter of 2018. Following the acquisition, BlueLine became part of United Rentals, one of the largest equipment-rental companies in North America. The available reference material identifies the acquisition and parent-company relationship but does not establish whether BlueLine continued as a distinct customer-facing brand, was fully integrated into United Rentals, or retained a separate operating identity after the transaction. Accordingly, its current standalone status is not treated as confirmed here. Historically, BlueLine Rental is best understood as a regional-to-national American rental platform that evolved from a manufacturer-owned business into a private-equity-owned company and was then acquired by a major publicly traded rental group.
History
BlueLine Rental traces its origins to Volvo Rents, which was founded on July 2, 2001. The company operated as a wholly owned subsidiary of Volvo Group, the Swedish industrial group headquartered in Gothenburg. Rather than functioning primarily as a manufacturer sales channel, Volvo Rents developed a dedicated rental business for construction contractors and other equipment users. Its rental fleet covered a wide range of job-site requirements. Customers could rent small tools and light towers as well as larger earthmoving machinery. The company also provided operational services associated with rental use, including equipment maintenance, repairs, technical assistance at customer locations, and delivery to work sites. This combination allowed the business to serve both professional contractors and retail customers through company-owned stores. By May 2011, Volvo Rents had more than 185 locations in North America and ranked number 17 in the annual RER 100. The ranking reflected the scale of its branch network and placed the company among the larger participants in the equipment-rental market at that time. In February 2014, Volvo Group sold Volvo Rents to Platinum Equity. The change in ownership was accompanied by a name change to BlueLine Rental. The new identity marked the transition from a manufacturer-owned rental subsidiary to an independently branded company under private-equity ownership. BlueLine continued the core Volvo Rents model of renting construction and industrial equipment through a network of company-operated locations. Asterios Satrazemis was appointed CEO in January 2016. The company subsequently became the subject of a major industry acquisition. On September 11, 2018, United Rentals announced that it had agreed to buy BlueLine Rental from Platinum Equity for approximately $2.1 billion in cash. The deal closed in the fourth quarter of 2018, bringing BlueLine into United Rentals' broader equipment-rental organization. The available historical sources do not provide enough detail to determine the precise treatment of the BlueLine name, branch network, fleet, and management after the United Rentals transaction. They do establish that United Rentals became the owner and parent following the closing. BlueLine Rental's documented history therefore consists of three principal phases: its creation as Volvo Rents within Volvo Group, its 2014 rebranding after the sale to Platinum Equity, and its 2018 acquisition by United Rentals.
- 2018
United Rentals announces acquisition
[1]United Rentals announced the planned purchase of BlueLine Rental from Platinum Equity for approximately $2.1 billion in cash on September 11, 2018.
- 2018
Acquisition closes
[1]The United Rentals acquisition of BlueLine Rental closed in the fourth quarter of 2018.
- 2016
Asterios Satrazemis becomes CEO
[1]Asterios Satrazemis was appointed chief executive officer in January 2016.
- 2014
Platinum Equity acquires Volvo Rents
[1]Volvo Group sold Volvo Rents to Platinum Equity in February 2014. The business was renamed BlueLine Rental.
- 2011
Volvo Rents reaches more than 185 North American locations
[1]By May 2011, the company had more than 185 locations in North America and ranked number 17 in the RER 100.
- 2001
Volvo Rents is founded
[1]Volvo Rents was established on July 2, 2001, as a wholly owned subsidiary of Volvo Group focused on equipment rental.
Products and positioning
A branch-based equipment-rental provider offering a broad fleet for construction and industrial work, supported by delivery, maintenance, repair, and on-site technical assistance.
Equipment rental
Construction equipment rentals
BlueLine Rental supplied machinery and tools used in construction work through its company-owned store network. The offering was designed for contractors and other users seeking temporary access to equipment rather than ownership.
Equipment rental
Industrial equipment rentals
The company rented equipment for industrial applications in addition to construction uses. The available source describes this as part of its broader rental portfolio but does not identify a separate industrial product line or specific equipment models.
Small equipment rental
Small tools and light towers
BlueLine's fleet included smaller job-site tools and light towers. These products extended the company’s offering beyond major machinery and supported work requiring portable equipment and temporary illumination.
Heavy equipment rental
Earthmoving equipment
The rental portfolio also included large earthmoving equipment for substantial construction and site-work activities. The source identifies this category but does not enumerate particular machine types.
Rental support services
Equipment support services
In addition to supplying equipment, BlueLine provided maintenance and repair, on-site technical assistance, and delivery services. These services helped customers obtain, operate, and maintain rented equipment at their work locations.
Brand decisions
2018
United Rentals acquisition of BlueLine RentalM&ABackground
United Rentals agreed to purchase BlueLine Rental from Platinum Equity as part of a major equipment-rental industry transaction.
Action taken
United Rentals agreed to pay approximately $2.1 billion in cash, with the transaction closing in the fourth quarter of 2018.
Aftermath
BlueLine Rental became part of United Rentals. The available sources do not specify the subsequent treatment of the standalone brand.
announced cash purchase price. approximately $2.1 billion (2018 transaction announcement)
2014
Sale of Volvo Rents and rebranding as BlueLine RentalM&ABackground
Volvo Group sold its wholly owned rental subsidiary to Platinum Equity in February 2014.
Action taken
The business changed its name from Volvo Rents to BlueLine Rental after the ownership transfer.
Aftermath
BlueLine Rental continued operating as an independently branded equipment-rental company under Platinum Equity ownership.
Recent events
- 2018
United Rentals agrees to acquire BlueLine Rental[1]
M&A
United Rentals announced an agreement to purchase BlueLine Rental from Platinum Equity for approximately $2.1 billion in cash. The transaction closed in the fourth quarter of 2018.
- 2016
Asterios Satrazemis appointed chief executive of BlueLine Rental[1]
Leadership change
Asterios Satrazemis became CEO of BlueLine Rental during its period of independent operation under Platinum Equity ownership.
- 2014
Volvo Rents is sold to Platinum Equity and renamed BlueLine Rental[1]
M&A · Other
Volvo Group sold its Volvo Rents subsidiary to Platinum Equity. The rental company adopted the BlueLine Rental name after the transaction.
Sources2 sources
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