At the time, equipment rental in Sweden and throughout Europe was far behind other service industries and was generally a side business for manufacturers or construction companies. It was Glifberg’s conviction that the professionalization of the industry required capacity and local presence to serve an international customer base and economies of scale to provide top services at competitive prices. He also was careful not to lose the entrepreneurship that characterizes smaller companies.
The introduction of a separate, outdoor sales organization and active marketing were key elements of a proactive customer relationship. Long-term commitments and outsourcing had a stabilizing effect in Cramo’s relationship to the cyclical construction industry. During Glifberg’s CEO term, the company grew rapidly and reduced its dependence on the construction sector for revenues by introducing its services into the public sector and manufacturing industries.
Under Glifberg’s leadership, Cramo expanded operations into eight European countries. Today, Cramo is one of Europe’s largest equipment rental companies with close to 400 rental depots in 15 countries, each with three to eight employees. The concept and thinking behind the Cramo model has been followed and often explicitly referred to by other major general equipment rental companies in Europe.
Glifberg was awarded the European Rental Association’s Lifetime Achievement Award this year.
The American Rental Association created the Rental Hall of Fame in 2000 to foster an appreciation of the historical development of the rental industry and the leaders who have made the industry what it is today. Each year, nominations are accepted
to recognize individuals who have made a substantial impact on the industry at the national or international level. The induction ceremony is held during the keynote session at The Rental Show.