Throughout the 1990s, U-Haul, Ryder, Hertz-Penske, and Budget waged a fiercely competitive battle in the U.S. consumer-truck-rental business. U-Haul, long the dominant player in the industry, appeared to be at a disadvantage. With its older fleet of trucks, it had higher maintenance costs than its rivals, and it charged lower prices. Barely breaking even in truck rentals, it seemed fated to fall from industry leader to industry laggard. But the numbers on the bottom line told a different story. U-Haul was actually the most profitable company in the industry, its 10 % operating margin running far above the industry average of less than 3 % . Ultimately, in fact, the number two competitor, Ryder, abandoned the consumer rental business, selling off its fleet in 1996 to a consortium of investors. What explains U-Haul’s success? Answering that question requires us to step back and examine not only U-Haul’s strategy but also its industry’s profit structure. U-Haul prevailed because it s...