U-Haul’s CEO sets out to show his passengers that ‘there’s no magic’ to towing a trailer and that driver error is what leads to accidents.
PHOENIX – The head of one of America’s most famous companies was barreling down a suburban thoroughfare at 80 mph, with no hands on the wheel and a U-Haul trailer in tow.
“There’s no magic to this,” Edward J. “Joe” Shoen, chairman of U-Haul International Inc., told stunned passengers in his Lincoln Town Car. “A trailer wants to trail.”
Undaunted by the 118-degree heat, Shoen had set out to show two Times reporters that towing U-Haul equipment is perfectly safe — unless the customer screws up.
The high-speed demonstration was part of a 10-hour tour of U-Haul operations that highlighted the take-charge style of a chief executive who wears his corporate pride on his sleeve.
“Joe’s a tough, no-nonsense, look-you-in-the-eye, stare-you-down kind of guy and [it's] served him very well in that business,” said Mick Fleming, a Seattle lawyer who has fought Shoen in court.
Shoen had a wild ride to the top.
His father, L.S. Shoen, started U-Haul in 1945 with a $5,000 loan and a vision of a country suddenly bursting with mobility. Beginning with a single trailer, L.S. added truck rentals in 1959 and built U-Haul into a nationwide brand synonymous with do-it-yourself moving.

