In Memoriam: Jim Grasse

It is with great sadness that we inform you of the passing of our dear friend, Jim Grasse, who left us peacefully on Sunday, June 30, 2024. Jim was a third-generation rental person with a long and impressive history of service to many rental suppliers and rental businesses in many different capacities. Jim also played a prominent role in making the CRA what it is today; he touched the lives of many with his warmth, humor, and compassion. He will be deeply missed by all who had the privilege of knowing him.

Jim Grasse was a third-generation rental person. His great-grandfather, Palmer Grasse, was a pioneer in our industry when he started renting trucks and tools in 1937. Jim’s father, two uncles, and a sister formed Acme Rentals in 1954. His father, Bill Grasse, 1969 RER’s Gartland Award winner, was also honored by the American Rental Association in 2002, becoming only the sixth rental person to be named to the ARA Hall of Fame. After the sale of Acme in the 1980’s, Jim bought and operated two stores of his own in Southern California. He was a great rental competitor and an excellent example of the best in customer service. 
 
Jim served in the US Army as did his sons. Jim was an active member of the California Rental Association and co-chaired the CRA History Committee in 1984, which produced a video history of the early rental industry in California. In 1995, Jim started working at Caterpillar. He was instrumental in helping Cat build the Cat Rents concept and integrate non-Cat items like compressors, forklifts, and aerial lifts for rent in their stores. Later, Jim worked for CAT in Latin America, converting 100% sales dealerships by adding rent to rent programs. Jim was promoted to Caterpillar's global allied products program manager. Jim also worked for several years as the Southwest Division Manager for Volvo Rents. In 2010, Jim joined PDQ Rentals and coordinated the conversion of a former sushi factory to a full-line contractor equipment rental store.
 
After his retirement at PDQ, Jim couldn’t slow down, and he has been the Broce Broom Northwestern & Central Regional Sales Manager for the past 8 years. He also served local CRA chapters and was on the CRA Board of Directors. He earned the 2023 Bud Lober Award.
 
Everywhere Jim went, he always wore the hat of a goodwill ambassador for the rental industry. Our thoughts and prayers are with his family and loved ones as they navigate through this difficult time.
As soon as we have more information regarding Jim’s life, survivors, and funeral arrangements, we will share them with everyone.