Pride sale to founders rejected, company to wind down operations

by Today's Trucking

A recommendation by bankruptcy Monitor Ernst & Young to sell Pride Group back to its founders for $56 million and maintain the company as a going concern was not met well by stakeholders, and just one day later, in its 13th report, the Monitor indicated Pride operations will be wound up.

How to wind up such a large entity in an orderly manner – and how to cover the costs of doing so – is currently being addressed, the Monitor said in its Aug. 8 report.

Illustration of folders for bankrupt business
(Illustration: iStock)

“Given the feedback it has received to date, the Monitor no longer views a going-concern restructuring plan as a feasible option given the lack of stakeholder support for it,” the Monitor said in its Aug. 8 report.

“Accordingly, the Pride Entities and the CRO (chief restructuring officer), in consultation with the Monitor, intend to continue to move forward with a centralized, coordinated and controlled disposition and wind-up of the remaining Pride Entities assets.”

Restructuring plan denied

The CRO had put forward a plan that provided for “the return of a significant portion of the recourse lenders’ collateral over a short period of time – specifically, 3,000 trucks were anticipated to be returned to the lenders in four months’ time, a significant feat given the dispersion of vehicles across North America. The remaining collateral was intended to position the Pride Entities for emergence from the proceeding as a going concern.”

However, creditors rejected the proposed turnover, demanding collateral be returned to them immediately, the CRO reported. Also, a hoped-for recovery in freight markets and equipment prices failed to materialize.

“Instead, the market for new and used trucks has continued to deteriorate, for the Pride Entities and all other new and used truck vendors. This has resulted in fewer sales and lower ticket prices for vehicles sold and lower actual commissions to the Pride Entities,” the CRO reported.

For its part, the Monitor wrote: “An orderly disposition is imperative, given the vast number of vehicles in the Pride Entities’ fleet across North America, in addition to the thousands of leased vehicles (most of which are constantly in transit). 

“Any form of wind down will require liquidity to fund the necessary payroll, transition costs, transfer of assets to the applicable securitization parties, and administration costs of the Pride Entities. Without this funding, employees would have to be immediately terminated, customers would be stranded, committed and in-progress sales would be abandoned, leases would not be serviced, delinquency rates would increase, and a large number of vehicles would be abandoned without the critical infrastructure needed to support their retrieval or to determine competing claims against the assets of the Pride Entities.”

Pride Group was funding its ongoing operations largely from funds issued under a $30-million Debtor-in-Possession (DIP) financing. However, the loan matured at the end of July and has been fully tapped.

Gordon Brothers to fund, orchestrate wind-up

The Monitor has selected Gordon Brothers to provide the required funding and manage the orderly wind-up of Pride Group operations. The company, the Monitor wrote, has more than “100 years of combined experience of providing capital in distressed situations across various industries, including, but not limited to, transportation and equipment, real estate, accounts receivable, lease portfolio purchases, inventory and intellectual property.”

It acted as co-agent in selling more than 60,000 rolling stock assets belonging to Yellow Corp. “in one of the largest — if not the largest — dispositions of commercial and industrial equipment ever.”

The Monitor also asked the court for payment relief on behalf of Pride Group so it can continue operations until Sept. 8, at which time it’s expected funding will be secured to execute the wind-up.

“Unless the requested relief is granted, there will not be sufficient liquidity to fund operations of the Pride Entities, including payroll,” the Monitor claimed. “Without employees, customers will be stranded, assets will be abandoned, sales would cease, and lease servicing would stop.”


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  • It would seem that the former principals of the Pride Group won’t be able to scoop up all these assets for cheap, sloughing off massive debt along the way, after all. What would have changed? Would they use better business practices and make better choices to make these businesses sucessful? I guess if you load up your business with debt and then skate out from under it you stand a chance of making it, unlike your competitors who actually have to pay their bills.

    • I am happy with the decision to not allow them to purchase. The principles had no issue living a lavish life of luxury and flaunting money wherever they went. Modesty might have paid off better.

  • The end of the Pride Group. I’m amazed by the amount of credit that this company was given because the more I read about the company it was like a house of cards just waiting to collapse.

  • Pride sale to founders rejected, company to wind down operations!!!!
    This is good news for the transportation industry, time to show some respect for all the carriers who work diligently everyday to pay their bills, and provide great service.
    The Creditors have finally stepped up to recognizing their errors and reasonable expectations and respect for the Transportation Industry that supports them.
    I find it difficult to understand how top tier customers could support this organization. What were they thinking?
    Now is we could only get rid of Driver Inc. the industry might get back to normality!!!

  • I am certainly relieved that the stakeholders held their ground in this situation.The heavy truck sales environment has become a minefield and the emergence of these mega size dealers such as Pride has increased risk for all stakeholders and benefitted no one but the operators of said dealers.By leveraging multiple floor plan lenders and in many cases double collateralization of assets the operation becomes very difficult for the secured funders to be sure they are actually secured and conversely easy for the dealer to move and dispose of them.I await with great interest the results of a forensic audit to see if this is a competency issue or something more sinister.Whatever the result previous similar debacles have resulted in to pain for the instigators and I expect this will be no different.

  • Interesting,bankruptcy 101 must be a significant section of modern MBA curriculum.First show a high cash flow from outside money to get the Lenders interest,secure mega inventory finance,follow that with exponential growth.Now we go on a buying spree,we buy a billion dollars worth of inventory and then default.Next we spread the word that if they shut us down the market will collapse.In ride the lawyers with a restructuring plan to buy back the assets at 50% of value.Presto we are now a viable money maker or in the lawyers terms a going concern.Perfect!

  • i think pride should be shut down , they are shipping frieght wat to cheap or they are management top heavy.

  • The decision to liquidate Pride Group is a significant setback for the trucking industry. The rejection of the sale to the founders highlights the depth of the company’s financial challenges. It will be crucial to monitor the impact of this on freight rates, equipment values, and driver employment.

    • The dissolution of the Pride Group will not move the needle one iota on freight rates, equipment values, or driver employment outside of the relatively ( in industry context) few people and companies directly affected. In a perfect world there would be lessons for the creditors and folks who rode this house of cards to the ground but we have seen this performance in the past and will no doubt see it again in the future.

  • My question has to be, what happens to drivers that have purchased a truck from Pride, but has the truck payments thru TPine Leasing? I’m just past the halfway mark, in my payments.

  • I leased a tractor from Pride in San Antonio on Jul7, 2024, the paperwork was sketchy and I asked for an addendum to be attached to match the Lease promotion from Pride which was absent from T-Pine docs. VP Vivek Tiwari committed to me over the phone T-Pine would stand behind the lease. Now Assentium is saying they will not who “supposedly took over lease. This is all shady and I am lease was stated under fraudulent terms. I need protection as Assentium is threatening me with repossession? This a pure fraud