E. Joe Shoen: The Driving Force Behind U-Haul’s Success

E. Joe Shoen, president and chairman of Amerco, the parent company of U-Haul, has played a pivotal role in shaping the fortunes of one of America’s most iconic brands. As a member of the family that founded U-Haul, Shoen has seen firsthand the challenges of balancing family dynamics with business leadership. His journey to the top of Amerco is marked by resilience, determination, and an unyielding focus on the company’s success.

Joe Shoen’s connection to U-Haul dates back to its founding in 1945 by his parents, L.S. and Anna Mary Shoen. The company was born out of a simple yet transformative idea: to provide a nationwide truck and trailer rental service that would allow Americans greater freedom and flexibility in moving their belongings. From humble beginnings, U-Haul quickly grew into a household name, recognized for its bright orange trucks and reliable services.

Despite the company’s success, the Shoen family experienced significant internal discord. By the mid-1980s, Joe became increasingly concerned about the direction of the company under his father’s leadership. Believing that his father’s decisions were jeopardizing U-Haul’s future, Joe took bold action in 1986, leading a corporate coup that ousted his father from the helm. This decisive move came at a steep personal cost, as it alienated many of his 12 siblings and created lasting rifts within the family.

However, Joe’s leadership proved instrumental in stabilizing and revitalizing the company. Under his stewardship, U-Haul weathered financial challenges and navigated a rapidly evolving market. His focus on efficiency, innovation, and customer satisfaction helped U-Haul maintain its position as a leader in the moving and storage industry. Today, U-Haul operates a vast network of rental locations across the United States and Canada, serving millions of customers annually.

Despite the family tensions that marked his rise to power, Joe has managed to maintain a working relationship with some of his siblings. His brother Mark Shoen, who is also a billionaire, reportedly remains on good terms with Joe. This relationship underscores the complexity of the Shoen family dynamic, where business interests and personal relationships are deeply intertwined.

Joe’s approach to leadership has also influenced the next generation of the Shoen family. His son, Sam Shoen, has followed in his father’s footsteps and now serves as an executive at Amerco. This father-son partnership is a testament to Joe’s ability to mentor and inspire future leaders, even as he continues to navigate the challenges of family and business.

Beyond his role at Amerco, Joe Shoen has become a symbol of resilience and adaptability. His ability to steer U-Haul through difficult times reflects his commitment to preserving the company’s legacy while driving it toward new opportunities. His ownership of around 20% of Amerco underscores his vested interest in the company’s long-term success and his belief in the enduring value of the U-Haul brand.

Under Joe’s leadership, U-Haul has expanded its services to include storage solutions, hitch installation, and the sale of moving supplies. The company has also embraced technology, introducing online reservation systems and mobile apps to enhance the customer experience. These innovations have allowed U-Haul to remain competitive in a crowded market, ensuring its relevance in an increasingly digital age.

Despite his accomplishments, Joe Shoen has largely stayed out of the public spotlight, focusing instead on the work of running and growing U-Haul. His low-profile approach contrasts with the high drama of his family’s internal conflicts, demonstrating his preference for action over rhetoric.

Joe’s journey is a compelling narrative of ambition, resilience, and the complexities of family business. His ability to overcome personal and professional challenges has secured his place as a key figure in the history of U-Haul and the moving industry as a whole.

As U-Haul continues to thrive under his leadership, Joe Shoen’s legacy is defined by his unwavering commitment to innovation and his dedication to the company’s customers and employees. His story serves as a reminder of the power of vision and determination in overcoming obstacles and achieving success.