Latest Market Rental Utilization Data – 1st Qtr. 2025

Latest Market Rental Utilization Data – 1st Qtr. 2025

This comprehensive data prepared by Rouse Services offers valuable insights into the current trends and performance of rental equipment.  Explore detailed information about equipment utilization rates and demand fluctuations, allowing for better planning and operational efficiency.

Physical Utilization (US)

Physical utilization in 2025 started at the lowest level recorded since 2019, remaining relatively flat in the low 60% range throughout Q1. This trend is primarily driven by an increase in year-over-year fleet supply, which began rising in late 2022, peaked in 2023, and has remained elevated. Additionally, rental demand has softened slightly since late 2023, following the surge experienced during the COVID-19 period.

Note: Limited to independents and dealers in the USA. Physical Utilization is computed from daily fleet snapshots from Rouse participants, calculated as “Average Daily Cost on Rent” divided by “Average Daily Cost in Fleet.”

Units Sold | Retail | Lift Trucks
The number of lift trucks sold via retail channels in early 2025 is down 20% year-over-year, reflecting a slower start compared to the strong demand seen in early 2024. This decline is evident in both monthly and year-to-date (YTD) figures, as shown in the top and bottom charts.

Note: Limited to independents and dealers in the USA. Used Equipment.

Rouse Value Index | Lift Trucks
Following a sharp decline beginning in Q2 2023, both retail and auction values have shown signs of stabilizing. Retail lift truck values currently stand at 96% of January 2019 levels, relative to new equipment pricing, while auction values have dropped further to 72%. The deeper decline in auction prices reflects a market correction after pandemic-era highs, while retail values have held steadier due to the upward pressure from new equipment pricing.
Note: Focus on Used Equipment (three to eight years old). Retail and Auction Values Indexed to January 2019, USA only.

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Gene Marks

CPA, National Business Columnist, Author & Speaker

Gene Marks is a past columnist for both The New York Times and The Washington Post. Gene now writes regularly for The Hill, The Philadelphia Inquirer, Forbes, Entrepreneur, The Washington Times, and The Guardian. Gene is a best-selling author and has written 5 books on business management. Gene appears on Fox Business, MSNBC, as well as CBS Eye on the World with John Batchelor and SiriusXM’s Wharton Business Channel where he talks about the financial, economic and technology issues that affect business leaders today. Gene helps business owners, executives and managers understand the political, economic and technological trends that will affect their companies and provides actionable insights.

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